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.

Results: From 3rd to 1st Top of mind Scandinavia.

Client:
Lee® Europe

Category:
Fashion

Scope:
Branding
Graphic design
Print
Retouching
Webdesign

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lee-jeans-125-years-branding-logo-celebration
lee-jeans-125-years-branding-window-vinyl
lee-jeans-125-years-branding-logo-collection
lee-jeans-125-years-branding-catalog-print-laser-cut

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-jeans-125-years-branding-catalog-print

Lee® 125 years collection
Posters

Role: 
Graphic design

Lee® 125 years
Website

Role: 
Graphic design

lee-jeans-125-years-website-webdesign-homepage
lee-jeans-125-years-website-webdesign-story
lee-jeans-125-years-website-webdesign-homepage
lee-jeans-125-years-website-webdesign-fit
lee-jeans-125-years-website-webdesign-story
lee-jeans-125-years-website-webdesign-store-locator

Lee® 125 years
Campaign & POS

Role: 
Graphic design
Photo development & retouching

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lee-jeans-125-years-ads-paris-au printemps
lee-jeans-125-years-ads-window-vitrine-stickers
lee-jeans-125-years-ads-bus-madrid
lee-jeans-125-years-branding-pattern

Selected projects:

Amoji, Architecture like youBrand naming | Messaging | Brand identity | Graphic guidelines | Website design

Rebranding a modern chinese family kitchenStrategy | Positioning | Brand identity | Packaging | Website design

No future but full dataBrand identity | Brand style guides

Rebranding Hector ChickenBrand identity | Messaging | Packaging

Lee® 125 years of denimBranding | Ads | Website Design | Retouching

Kick eco projects locallyBrand identity | Brand style guides | Ads

Makisu, sushis & sunshineBrand identity | Packaging

Cocaine Piss 2019 releasesPhotography | Vinyl Cover Art

Lee101® Spring/Summer 2016 catalogDesign | Retouching | Print

Photographs from Cocaine PissPhotography | Analog Photography

©TönnesDesignCo.

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

Location
Brussels - Belgium