URBAN by Levis design by Harshyla Singh

September 12th, 2011 by retail design blog

Objective: To create a new brand identity “Levi’s” and make the brand more unique, contemporary and high-fashion in the marketplace. And to strengthen and extend its brand equity by creating a line of skin care product.

Solution: Using a variety of skin care products is an everyday ritual for every girl more or less. Levi’s has been around for ages now and being one of the biggest denim manufacturers in the world, it has managed to extend itself into apparel as well. Why not take its equity a step further by creating an entire line of skin care? I decided to call this line ‘Urban’ by Levi’s. My goal for this project was to create something, keeping in mind the existing look and feel of Levi’s since they are such an established brand already.

I was greatly influenced by the ruggedness and rawness of the brand and to emphasize this, I used wood and metal as materials for the line. The bat-wing pocket being the trademark had to be included in the design according to me. And so the display was made in the shape of a wooden bat-wing and I used etched stainless steel plates for the labels on the bottles. Another string inspiration for this project was vintage collectibles and so I used old apothecary bottles for the line to give a more authentic look.

Designed by Harshyla Singh

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