Levi's

BEST OF SHOW
FIRST PLACE – IN-STORE STOREWIDE PROMOTION
Levi's Cut it! sales campaign
Levi's Stores, across Europe

They call their gear “original” Levi's. So it's fitting that the denim clothing brand wanted an original promotions campaign that would stand out in a sea of sales.

“Levi's wanted a premium and iconic departure from the norm,” says Renée Ramraj, senior designer for Amsterdam-based Storeage, the design firm tasked with delivering the Levi's “Cut It!” sales campaign for Levi's European stores.

The concept package reinvented the sales experience. Customers were given free haircuts, done right inside the store window, in a “live theater” sort of environment.

Yellow sales tags, graphics and bright yellow zoning tape marking off specific sales areas replaced the typical red sales iconography. Inside the fitting rooms, mirror graphics of 2-D wigs added a playful touch to the “cutting prices” theme. Even store employees donned promotional T-shirts with images of cut-off dress ties.

Storeage translated the concept into six languages and multiple store formats, delivering a consistent image for more than 600 Levi's stores throughout Europe.

Client: Levi Strauss Europe
John van Dorst, retail marketing director
Evy van Cutsem, retial environment junior project manager

Design: Storeage, Amsterdam, Netherlands
Dana Conner, account manager
Elmire Van Tongeren, project leader
Renée Ramraj, senior designer
Leendert Tange, owner-partner
Jason Steere, owner-partner

Signage/Graphics: SP Group, Redditch, U.K.
Frank van Delft, London