The task
Communicate the launch of the Levi’s® Streetwear Collection, aimed at skateboarders, through a platform based on word-of-mouth seeding. Generate a buzz about the new collection in the target audience through a POS concept at the European retailers.

The Solution
Locals Only features modern-day pioneers, showcasing scenes and lifestyles through the eyes of skaters and DIY-minded individuals in the cities they love.

The 240-page book captures a snapshot of different hubs and their associated crowds in Berlin, Marseille, Barcelona and Copenhagen and zooms in on street culture movements and what they have become today, paying homage to the art of street style – which is the inspiration for the collection.

A hand-written style was conceived for titles and quotes in order to create a personal and spontaneous feel. The content consists of two different types of uncoated paper and the cover is printed on a rough structured paper in order to enhance the impression of the raw concrete on the cover image. The characteristic Batwing logo is stamped in foil on the cover as a contrast to the rough feel of the paper.

We designed an all black book display inspired by the Batwing on which the book was placed alongside the new collection at key retailers across Europe. This allowed the customers to glimpse the style and essence of the Levi’s® Streetwear Collection.

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