Revisiting Levi’s Internal Campaign: the Unlabeled
When Levi Strauss & Co. Europe sought to bring clarity, name, and identity to their new internal Employee Resource Group (ERG) initiative back in 2019, Mucho came on board to help shape what became known as Unlabeled.
In 2025, the CEO of Levi Strauss & Co., Michelle Gass, reaffirmed the company’s commitment to DEI, stating that “diversity and inclusion are the core of who we are.” Her words came amid increasing pressure on brands to scale back such initiatives — but Levi’s stance remained firm. A shareholder proposal to reduce the company’s inclusion efforts received less than 1% support, underscoring that for Levi’s, inclusion isn’t just a message — it’s a deeply embedded movement.
Source: Sustainability Magazine
Creating a Cultural Marker: The Unlabeled Campaign
In 2019, Levi Strauss & Co. Europe launched an internal Employee Resource Group (ERG) to support LGBTQIA+ employees and foster a safe, equitable workplace. That’s when we came on board to shape the group’s name, voice, and visual identity.
The idea was simple but bold: labelled clothing, unlabeled people.
The solution? Unlabeled — more than just a name, it became a bold internal movement that gave the ERG clear direction, a distinctive presence, and a powerful purpose.
While Levi’s has a long-standing commitment to the LGBTQIA+ community, Unlabeled represented a refreshed and visible step toward fostering a safe, expressive, and equitable workplace. More than just an internal campaign — it was a cultural marker.
At a time when many brands treated inclusion as seasonal or symbolic, Unlabeled was rooted in something deeper: brand integrity from the inside out. It amplified employee voices and inspired impactful internal communications, reinforcing Levi’s inclusive culture from within.
“Unlabeled acts as a manifesto. In a world obsessed with categories, this name claims space for fluidity, freedom, and self-definition, claiming that inclusion is not about fitting in, but about breaking out. And that’s what makes it powerful and perfectly Levi’s.”
“Unlabeled provided a platform of visibility. It also supported career development and mentorship, helping build a pipeline of LGBTQ+ talent across the organization.”
Driven by Purpose: A Pro Bono Project
Driven not by profit, but by purpose, we helped translate Levi´s vision into a design system and internal brand that would reflect the authenticity of the people behind it — while ensuring the work felt proudly Levi’s.
For Mucho, it was an opportunity to contribute meaningfully to a workplace culture of inclusion and expression.
Today, Unlabeled remains one of our most enduring examples of values-led brand design. It’s a reminder that brand relevance isn’t built on trends—it’s built on trust, clarity, and cultural consistency.
“Mucho’s engagement, know-how and methodology to develop the branding was instrumental in bringing this project to life—with the level of talent, rigor, and quality required for success.”
At Mucho, we mean more.
Our purpose is to provide new perspectives for a world full of meaning.
Our vision is to create new images that deem it possible to reach our desired future.
Our mission is to generate a brand future for companies and institutions through unique perspectives, a design culture and a clearer direction.
