With Levi Strauss & Company's recent move to a centralized global business model, the brand was in need of a refresh to the visual identity and a guideline to encourage consistent use of the design system across all regions. After exploring the Levi's brand history and studying the company's marketing needs around the world, we refined the brand trademarks and supporting elements to celebrate the brand's heritage while positioning the brand for the future.

A clear purpose was defined for every element, backed by design principles that are true to Levi's heritage and help guide design decisions. Inspired by Levi's pioneering spirit and authenticity, we created a thoughtfully crafted map to present the new brand standards in an inspiring way. This system was aided by supplemental inspiration, videos and printed brand standards.