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.
Results: From 3rd to 1st Top of mind Scandinavia.
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.
No future but full dataArt direction, Branding
Rebranding Hector ChickenArt direction, branding, messaging, packaging
Lee® 125 years of denimBranding, print, webdesign, retouching
Cocaine Piss 2019 releasesArt direction, graphic design, photography
Makisu, sushis & sunshineBranding, print, packaging
A tattoo artist identity for BurtonursaeminorisBranding, print
Lee101® Spring/Summer 2016 catalogGraphic design, retouching, print
Photographs from Cocaine PissPhotography, Analog photography
Le101® Fall/Winter 2014 catalogGraphic design, print
San tattoo artist business cardBranding, print
Branding galleryBranding, guidelines & systems, print