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

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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: 
Graphic design

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Lee® 125 years
Campaign & POS

Role: 
Graphic design
Photo development & retouching

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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 2019 releasesArt direction, graphic design, photography

Makisu, sushis & sunshineBranding, print, packaging

Lee101® Spring/Summer 2016 catalogGraphic design, retouching, print

Photographs from Cocaine PissPhotography, Analog photography

Le101® Fall/Winter 2014 catalogGraphic design, print

Branding galleryBranding, guidelines & systems, print

©Thierry Tönnes 2021

Reach
thierry (@) thierrytonnes.com
+32 496 89 35 25

Location
Brussels - Belgium