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.
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.
Art direction and graphic design: Denton Pretorius
