Promotional Packaging

Client: Levi's
Creative Firm: Signature Ltd - Hong Kong
Creative Team: Joseph Lui – Creative Director

In 2008, Levi Strauss & Co. launched the global release of its iconic Levi's Original 501® jean with a campaign as evocative as the brand's storied history with the theme, "Live Unbuttoned"-defined by Hong Kong design firm Signature Ltd. as "to be completely yourself, unrestrained and unembarrassed... It's about freedom and expressing yourself."
To achieve maximum impact for the launch, Signature integrated the "unbuttoned" image with the die-cut shape for a limited edition outer box. "The use of a wooden box as inner packaging [was] kept traditional to preserve the rich heritage and authenticity of the 501® jean," the agency says. "We had to project the brand's commitment to quality and authenticity."