Creative Strategy / Brand Strategy / Insights

Overview

As a team we catapulted LEVI’S into the female culture, positioning the brand to ignite conversation among women, about what it means to be individually unique, female, and empowered.

Challenges

Women notoriously faced challenges with denim fit, making the second most dreadful product to try on after bras. After gathering consumer insights through ethnographies and focus groups, it was clear that LEVI’S had an opportunity to break new ground and stand for something in the denim space.

REDEFINING THE DENIM EXPERIENCE FOR WOMEN

Levi’s developed a proprietary system for finding a pair of jeans with the best fit.But technical speak wasn’t consumer-friendly, so we developed an emotionally relevant language to engage women customers – one that highlighted them as unique individuals.

INTRODUCING LEVI’S CURVE ID

No two women are the same – let alone have the same figureLEVI’S Curve ID was positioned to reflect the individuality of women – and redefining the language that we have become accustomed to using in reference to our bodies.

AMPLIFYING THE BRAND

Amplifying the message, we rolled out the LEVI’S Curve ID campaign across print & digital, to introduce a fresh approach to denim for women. Rather than focus on body types, the goal of this campaign was to present an inclusive experience – one that capitalized on reality, VS idealism.