Levi's Performance: +Energy Jeans

Levi's Performance

As the largest-scale project the AKQA office has worked on for Levi's, this behemoth required a dynamic visual identity to launch +Energy Jeans, featuring the energy-absorbing technology called "Celliant" (which had never been used in denim before). To prove out the technology of Celliant, our client made the challenging yet opportunistic decision to use BMX Olympic riders as our models. Additionally, this project consisted of a couple *firsts* for our team: first time selling through a new font (hello, Maison Neue!), and it was our first time creating a new brandmark for this particular client. 

As the largest-scale project the AKQA office has worked on for Levi's, this behemoth required a dynamic visual identity to launch +Energy Jeans, featuring the energy-absorbing technology called "Celliant" (which had never been used in denim before). To prove out the technology of Celliant, our client made the challenging yet opportunistic decision to use BMX Olympic riders as our models. Additionally, this project consisted of a couple *firsts* for our team: first time selling through a new font (hello, Maison Neue!), and it was our first time creating a new brandmark for this particular client.