Levi’s needed a fresh perspec-
tive on how to unite products and retail experience across a broad merchandising platform for their multiple lines of casual wear for men, women, teens, boys, and girls.

The goal was to update the iconic brand while leveraging the equity in its history. A savvy mix of heritage and contemporary visual and verbal elements combines with unexpected materials, modernizing brand communications from packaging to retail exhibits to internal collateral to stadium graphics – while keeping Levi’s rich heritage intact