| The overall color make-up and materials
used are a clear expression of the worldview extolled by this campaign. As a stand-alone
“island” display, we had to pay due attention to the rear view as
well. The two towers of the desktop signs can be divided in two midway up, meaning
that the unit can be used on shelves without much height clearance.
Aiming to depict Levi’s archetypal 501 jeans in a more stylish manner,
real buttons were used on the display to bring attention to the iconic button-fly.
We aimed for further differentiation from other products by turning the 501 label
into a 3D display and using gold leaf. Even in large-volume shelves of jeans covering
an entire wall, the Levi’s red color is the first thing that catches the
eye. |
