TITLE: EXPECTING LEVI’S
CATEGORY: Logo re-design, branding/marketing strategy for a sub brand.
ASSIGNMENT: Levi’s logo, sub-brand strategy.
FOCUS: Levi´s jeans is a brand that has established itself in a competitive garment market within the last century. However there seems to be a gap, a hole in the Levi’s design family.
Levis has expanded sucessfully with numerous sub-brands such as blue, red tab and engineered jeans. However, looking at a very large focus group, there was a need which was not met.
There did not exist a separate maternity clothing range within Levi’s.
SOLUTION: Expecting Levi’s – in terms of logo design and a corporate design expansion – is a transformation of the classic Levi’s logo. The conceptual idea is to play on the recognition of the red tab colour, and trademark, but altering the logo to include the the silhouette of a pregnant woman as a graphical simplicity of form. The silhouette of a woman stands as a representation of the brands logo/icon, signalling its user group.
MARKETING AND COOPERATIONS: The name for the campain and the clothing-line, Expecting Levi’s, is a way of linking the values of a higher expectation to Levi’s themselves in their CSR with the state of being pregnant - expecting a child/children. To be what you say you are. Establish a co-operation with organic textile production and position expecting Levi’s on the market as a environmentally conscious company as part of their CSR policy. For introductions and marketing campaign to launch the spin-off is a given: Its's a baby – please welcome the newest member of our family – "Expecting Levis".
BACKGROUND AND ANALYSIS: The jeans manufacturers in particular have been, over the last many decades, very successful in adapting and redesigning/launching their products to suit the trends and fashion influences of that particular period in time. A general tendency in the 21st century in the fashion scene within the rules of fashion, is that no rule exists, individuality is celebrated in all aspects of life, and the jean is solidly planted as a garment for all ages to use.
Identification span shifts, with KGOYs (kids growing old younger) and GUAYs (grown ups acting younger). The jean embraces the diversity and both seriousness and youthfulness. We no longer adamently identify ourselves on an physical age basis, on nationality or religion, but dress according to mood, weather, season, spirit. Maternity clothing is a customer niche and demand that Levi’s has not yet given primary focus. Opening up for a generation of independent and strong women, wanting to signal both responsibility and fashion conciousness, whether 20 or 40, want comfort, style and the best for their unborn child(ren). Furthermore there is no secret that the population of the world is constantly expanding, our natural resources are diminishing by the day, and for more and more people it is not an alternative that is appeling to merely consume and throw away, nor to contribute to pollution, pesticides, and chemicals not biodegradable within the forseeable future.
This is a positive development and should be nourished. Especially by companies such as Levi’s who have a global impact and therefor vast responibilities. It is suggested that expecting Levis’, if not all of the Levi textile manufacturers, only uses organically produces textiles and no bleaching, as well as making it part of who they are and what they stand for in marketing and labelling. With signalling this CSR, it would be part of making Levi’s a definite lovemark rather than just a strong jean-brand.
CATEGORY: Logo re-design, branding/marketing strategy for a sub brand.
ASSIGNMENT: Levi’s logo, sub-brand strategy.
FOCUS: Levi´s jeans is a brand that has established itself in a competitive garment market within the last century. However there seems to be a gap, a hole in the Levi’s design family.
Levis has expanded sucessfully with numerous sub-brands such as blue, red tab and engineered jeans. However, looking at a very large focus group, there was a need which was not met.
There did not exist a separate maternity clothing range within Levi’s.
SOLUTION: Expecting Levi’s – in terms of logo design and a corporate design expansion – is a transformation of the classic Levi’s logo. The conceptual idea is to play on the recognition of the red tab colour, and trademark, but altering the logo to include the the silhouette of a pregnant woman as a graphical simplicity of form. The silhouette of a woman stands as a representation of the brands logo/icon, signalling its user group.
MARKETING AND COOPERATIONS: The name for the campain and the clothing-line, Expecting Levi’s, is a way of linking the values of a higher expectation to Levi’s themselves in their CSR with the state of being pregnant - expecting a child/children. To be what you say you are. Establish a co-operation with organic textile production and position expecting Levi’s on the market as a environmentally conscious company as part of their CSR policy. For introductions and marketing campaign to launch the spin-off is a given: Its's a baby – please welcome the newest member of our family – "Expecting Levis".
BACKGROUND AND ANALYSIS: The jeans manufacturers in particular have been, over the last many decades, very successful in adapting and redesigning/launching their products to suit the trends and fashion influences of that particular period in time. A general tendency in the 21st century in the fashion scene within the rules of fashion, is that no rule exists, individuality is celebrated in all aspects of life, and the jean is solidly planted as a garment for all ages to use.
Identification span shifts, with KGOYs (kids growing old younger) and GUAYs (grown ups acting younger). The jean embraces the diversity and both seriousness and youthfulness. We no longer adamently identify ourselves on an physical age basis, on nationality or religion, but dress according to mood, weather, season, spirit. Maternity clothing is a customer niche and demand that Levi’s has not yet given primary focus. Opening up for a generation of independent and strong women, wanting to signal both responsibility and fashion conciousness, whether 20 or 40, want comfort, style and the best for their unborn child(ren). Furthermore there is no secret that the population of the world is constantly expanding, our natural resources are diminishing by the day, and for more and more people it is not an alternative that is appeling to merely consume and throw away, nor to contribute to pollution, pesticides, and chemicals not biodegradable within the forseeable future.
This is a positive development and should be nourished. Especially by companies such as Levi’s who have a global impact and therefor vast responibilities. It is suggested that expecting Levis’, if not all of the Levi textile manufacturers, only uses organically produces textiles and no bleaching, as well as making it part of who they are and what they stand for in marketing and labelling. With signalling this CSR, it would be part of making Levi’s a definite lovemark rather than just a strong jean-brand.