Developed by Levi Strauss & Co., the people who invented jeans, the dENiZEN™ brand was created to bring accessible yet aspirational jeanswear to a new generation of youth in emerging markets. Shift. was hired to define the strategic and design foundation for the brand, develop communication, and help launch it across six markets.
Building on the brand’s mission of being “Outfitters for a Bright Future”, and guided by user research, we articulated a positioning that would ring true across markets as diverse as China and Mexico. We expressed this brand essence through a visual identity system and developed print and outdoor advertising, and retail and online communication that would engage the ambitious, energetic spirit of youth , whilst uniting all touchpoints along the customer journey.