LEVI'S Tag Yourself

12 May 2009

LEVI'S Tag Yourself
Advertising Campaign
27cm × 29.5cm
Opaque metallic package containing assorted fabric, materials and instruction
February 2009

"LEVI'S Tag Yourself" is a guerrilla promotion campaign to reinforce LEVI'S brand image of original, masculine, rebellious and youthful. It provides consumer with the opportunity to design their own pocket.


Packaging design for "Tag Yourself"

An opaque metallic package inclusive of assorted fabric, materials and instruction would be issued to target audience (age 13 ~ 25) at designated place. Recipients are encouraged to use these fabrics and materials to create Levi's signature M stitches (found on the pockets of all Levi's jeans). Upon completion, participants could bring their masterpieces to the stated venue for professional tailor to sew their design onto a pair of Levi's jeans.


Assorted fabric, materials and instruction included in package

[This project was submitted for "VIS260 Graphic Design 2" module during AY2008/2009 Semester 2 (ADM Year 2 Semester 2). "VIS260 Graphic Design 2" is a Visual Communication Major Core course offered by Nanyang Technological University (NTU) School of Art, Design and Media (ADM) and was taught by Asst Prof Deborah Lee Alden.]

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