Levi Strauss & Co. Europe
Unlabeled people make the best labeled clothes
Levi Strauss & Co. has been an active member of social and civil rights movement throughout its centenary history all over the world. Today, in its continuing path to stand up for diversity and inclusion, Levi Strauss & Co. Europe has created a LGTBQ+ Employee Resource Group (ERG) aimed at promoting diversity and inclusion and contributing to create a safe and fair environment, no matter the sexual orientation or gender definition. This organization –open to everyone– will provide support and advice to the LGTBQ+ community whilst being a force of positive change, meritocracy and authenticity for all.
Levi Strauss & Co. contacted Mucho in order to forge a brand that would cultivate an inclusive environment where everyone feels valued and knows unequivocally that their contributions are welcome and wanted. The brand would also make every employee feel they can bring their full self to work – regardless of race, gender, gender identity, sexual orientation, nationality or religion.
The goal was set. Now we needed to express it through a powerful concept, an inspiring naming and a meaningful visual identity.
Levi Strauss & Co. is one of the most legendary and universal clothing companies. One that carries many positive values but a label in the end. In the last few seasons, Levi Strauss & Co. had already launched a string of campaigns, initiatives and collections supporting and celebrating the LGTBQ+ community, but the ERG was meant to go deeper in terms of meaning and further in terms of inspiration in order to signify absolute inclusion and diversity.
Here’s the concept and the name: to unlabel all labels of society and find out amazing unique individuals as diverse and authentic as one can get: Unlabeled.
A typographic logotype was created, using the Levi Strauss & Co. corporate font, with an alteration in the form of the prefix “un”. Two letters to unmake all labels and discriminations in society became the “un” symbol for the logotype.
A rainbow thick line was used to underline the prefix in the logotype, which was also used as an element to mark messages of the brand. Different words beginning with “un” were used to enhance the concept and inspire all company’s stakeholders: united, unstoppable, unconditional, unlikely, unblocked, unconformist, universal… but also sentences like “Unlabeled people make the best labeled clothes” or “Unlabeled people breaking stereotypes”.
Several promotional goodies and visual elements were designed to spread the spirit of the ERG and bolster it within the organization: wall decals for the office, stickers for computers, mugs for desks, tote-bags, badges, bracelets and socks.
Mucho supports the cause and believes every organization should be a perfect workplace for anyone no matter their sexual orientation or gender definition and for this was a pro bono project.
Our hat’s off to Levi Strauss & Co. Europe and its strong, visionary and authentic Unlabeled community!
Mucho were an outstanding partner on this journey. They helped us distil and amplify our values and aspirations to create a differentiated LGBTQ+ ERG brand. Unlabeled has become a rallying cry for inclusion of all our people – each of whom is such a unique combination of experiences that labels simply do not do them justice.
It was great to leverage Mucho’s methodology for brand naming, the end result is definitely world-class and up to the Levi Strauss & Co. standards of quality. Their commitment and engagement to the project has been key to make the difference!