When Levi Strauss & Co. decided to enter the value channel, they asked us to help them create an expression of the Levi’s brand that spoke to quality and value. Mindful of both Levi’s past and future, we started by developing a range of names and logo designs. We began by spending days in the archives, because we believed that any expression of Levi’s should fit naturally with the brand’s past.
The name Levi Strauss Signature was chosen. It researched well, and it had the practical advantage of being “ownable” by Levi Strauss & Co. We took our Signature design and developed the leather-like patch, woven labels and a packaging system for the various products. We see Signature as being an expression of Levi’s with great flexibility. By understanding the iconic status of the Levi’s brand we can explore relevant ways to grow signature in new categories and to take advantage of changes in the market.