Project Overview
Levi’s, a premium brand—well-respected in Asia, was out of reach for many consumers because of price. An expanding middle class coupled with youth with more disposable income than ever meant a rich opportunity for growth that denim icon Levi’s did not want to pass up. To capture this dynamic growing market, Levi’s pursued an innovative solution that would speak to the minds and wallets of the new young, global generation primarily South Asia, South East Asia and China.
Another challenge of the project is the international nature: How to create a brand that has one identity and one name that can launch in multiple countries. Creating the name, language, and culture around a brand that would be consistent in many places was a critical part but also one of the most difficult as different names take on different connotations and nuances in different places and cultures.Client
Levi's
