This brand refresh is a sort of advertisement campaign or seasonal refresher for the brand Levi's, formally known as Levi Strauss & Co. Levis' branding emphasizes on authenticity, using themes of western heritage & visuals reminiscent of classic Americana. 

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This design refresh provides a new, additional word mark to be used under the Levi's name, keeping the iconic batwing shape but bringing a western flair with custom slab-serif typography.

 

An important note: this design was not intended to replace the existing Levi's branding, but to work in tandem as a seasonal campaign (hence the use of the batwing logo icon in some of these images). All illustrations and the slab serif word mark are original to this project. 

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The illustrative elements show imagery classic to western heritage, using a rough and imperfect illustration style to keep the personal and human connection of the brand.

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