![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/6b0f521f110fb709d28bd760_rw_1200.png?h=2318a5701e66f1d0d2eb92f044cb9108)
Cape Town based CRM specialists, Kaffeïne, approached indent to create a new identity for Levi's® loyalty programme, Levi's® Loop Rewards.
Maintaining a cohesiveness with the Levi's® brand and still forging an authentic style for Loop Rewards was the challenge.
The solution was to craft bespoke letterforms based on the anatomy of Levi's® own L & e found in the wordmark, and to stylistically link the two o's in the word Loop to form a memorable & dynamic graphic device.
Maintaining a cohesiveness with the Levi's® brand and still forging an authentic style for Loop Rewards was the challenge.
The solution was to craft bespoke letterforms based on the anatomy of Levi's® own L & e found in the wordmark, and to stylistically link the two o's in the word Loop to form a memorable & dynamic graphic device.
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/3426d268794dc0fdfa83e6a5_rw_1200.png?h=80c48bda113dbac6577fcc5b359581ea)
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/653d9b9f1b47fd293759e9a8_rw_1200.png?h=1244f387c4f546c1f763e2b3f9674ec8)
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/a8dd85c2f0fc25ad8404e7b1_rw_1200.png?h=b5cae9412dc6e797e02b6ad7ad381a09)
A comprehensive icon set was designed to support the brand communication.
The looping o's defined the visual direction of each icon in the form of a single thread, with a visible beginning and end point.
The looping o's defined the visual direction of each icon in the form of a single thread, with a visible beginning and end point.
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/2758c18aaae10a6c596b0f92_rw_1200.png?h=57670b2317c5aeaf38ab1eee8de157e4)
Art direction and graphic design: Denton Pretorius
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/8261ea23501f228ed2a1ae10_rw_1200.png?h=bbc27cddcc3ebae1df744dbd440c5ff3)