LEE® 125 YEARS OF DENIM

In 2014, Lee®’s 125th anniversary drove a series of special projects and exciting events, bound up in one yearlong celebration. Satisfaction agency was asked to create a 125th year celebration identity that reflects the authenticity and craftsmanship of Lee®'s culture. During a year, the original logo has been granted with a laurel wreath that honors and celebrates the exceptional long-lasting life of Lee®. The anniversary logo was declined in 3 forms (laurel, celebration and collection) to support the variety of assets we created.

Client:
Lee® Europe

Category:
Fashion

Scope:
Branding
Graphic design
Print
Retouching
Webdesign

LEE125-logo-1
LEE125-logo-2
LEE125-logo-4
LEE125-logo-3
LEE125-book-1

For this rather special collection, four successful designers (Downan Harrel, Emma François, Örjan Andersson, Filles à Papa) reinvented iconic and modern Lee® pieces with their own cratfsmanship and aesthetic. The printed catalog took advantage of the Lee® 125th anniversary logo to reveal Lee®'s heritage using a contemporary technique.

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LEE® 125 YEARS COLLECTION POSTERS

Role: 
Graphic design

LEE® 125 YEARS WEBSITE

Role: 
Responsive webdesign

LEE125-website-7
LEE125-website-3
LEE125-website-5
LEE125-website-4
LEE125-website-2
LEE125-website-8

LEE® 125 YEARS CAMPAIGN & POS

Role: 
Graphic design
Photo development & retouching

LEE125-amsterdam
LEE125-logo-5
LEE125-logo-7
LEE125-logo-6
LEE125-silkpaper

Selected projects:

NO FUTURE BUT FULL DATAArt direction, Branding

REBRANDING HECTOR CHICKENArt direction, branding, messaging, packaging

LEE® 125 YEARS OF DENIMBranding, print, webdesign, retouching

COCAINE PISS RELEASES FROM 2019Art direction, graphic design, photography

MAKISU - SUSHI & SUNSHINEBranding, print, packaging

LEE101® SPRING SUMMER 2016 CATALOGGraphic design, retouching, print

COCAINE PISS LIFESTYLEPhotography, Analog photography

LEE101® FALL WINTER 2014 CATALOGGraphic design, print

BRANDING COLLECTIONBranding, guidelines & systems, print

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©Thierry Tönnes 2018