LEVI STRAUSS ANNUAL REPORT REIMAGINED

PROJECT INTRODUCTION

For this project, I explored the creative possibilities of materials in design. My primary concept was to focus on sustainability within fashion, which led me to choose Levi’s as the centerpiece. Levi’s stands out for its remarkable achievements in sustainability and its commitment to impactful marketing, making it an ideal brand for this project.

The goal was to create an annual report that felt as nostalgic and timeless as Levi’s original identity. Drawing inspiration from fashion magazines, zines, and early editorial designs, I envisioned a piece that would not only engage visually but also connect with audiences through tactile elements. To achieve this, I used two distinct types of paper to create a unique flow and texture, enhancing the reader’s sensory experience.

DESIGN

PROCESS

Designing the booklet involved a lot of trial and error. Every detail was crafted to embody the rustic yet modern style that aligns with Levi’s brand. For instance, the booklet is bound with gold stitching to symbolize the classic gold thread used in Levi’s jeans and is sealed with a fabric swatch from an original pair of Levi’s. The back cover is stamped with an authentic Levi’s leather patch, reinforcing the connection to their iconic craftsmanship.

From the outset, I knew I wanted this to be a printed project that would allow me to fully visualize my ideas and practice my editorial design skills. The fashion format offered the perfect avenue for creating something unique. After researching various companies, including Lululemon, Gap, and Nike, I felt Levi Strauss best represented the rustic and timeless aesthetic I wanted to achieve.

PROTOTYPE