Levi's – Conceptual Exploration
In late 2010 Levi's enlisted Manual to provide design explorations into rationalizing and simplifying the global women's garment labelling system. After working with Levi's to analyze their current system, we identified that many products had disparate elements, and the Levi's brand would benefit from rationalization . Their labelling needed to reflect the high brand ideals but be flexible enough to work successfully across different products and price points.
Our challenge was to bring consistency across the system, and maintain differentiation and value through print production and label substrates. We looked to play down some of the overwrought labelling of some product lines, and bring the system in line with a more classic, utilitarian Levi's.
In addition to aligning the label designs, we proposed a visual solution for Levi's Curve ID that helped to quickly communicate different curve types. We art directed a photo shoot and used the images to create minimal figurative illustrations to visualize body curves.
All designs are exploratory, and were not implemented.