Levi's and G+G:
Levi Strauss Launches Denizen Brand in Asia!
Levi Strauss tapped G+G 18 months ago to help create a new brand for global expansion.
The resulting brand, called Denizen, will target the world's youthful emerging middle class, and will be rolling out in China, India, Singapore, and Korea with 1000 stores by the end of 2012. The new denim-based label is aimed at consumers ages 18 to 28, who are upwardly mobile but may not be able to afford jeans at the high end of the market.
Graj+Gustavsen arrived at the name Denizen for the brand based on the root meaning of the word - the idea of an inhabitant, a global citizen - along with a fusion of the words denim and zen. G+G was part of the project from the beginning, helping to establish the positioning strategy and create a brand platform that would capture the essence of Levi's spirit translated to a new voice and a fresh lifestyle. G+G also created the brand identity, packaging, and retail experience for the new brand, which will come to life in retail spaces expected to average about 1000 square feet as well as shop-in-shops in department stores.
The Denizen launch is also notable for Levi Strauss in that it's the first time the company has started a brand outside of the US.
Denizen China Website
Denizen Korea Website
Watch the Video Here
