Levi's® Loop Rewards Identity

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.

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.

Art direction and graphic design: Denton Pretorius
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