LEVIS STRAUSS SIGNATURE

In its effort to recapture market share, Levis Strauss & Co. recently launched its SIGNATURE brand. This low-cost addition to the Levis Strauss portfolio is targeted at value-conscious consumers, particularly those who shop the mass channel. We consulted with LS&CO to create packaging and signage that would enable SIGNATURE to stand out in the big box environment. Subsequent field tests with Wal-Mart customers demonstrated the new design's effectiveness.