OVERVIEW

Levi's Dockers changed casualwear forever in 1986. But in a crowded market, staying relevant means evolving. Our task? Reintroduce Dockers for today—without losing what made it iconic.

Levi's asked us to reexamine who Docker's is and what they stand for. We partnered on brand strategy, audience definition, design standards, and a full repositioning that modernized their heritage. Then we brought it all to life through creative executions, from global campaigns to in-store moments.

Always a fit.

For decades, Dockers was the go-to for easy, polished style. But as trends shifted, the brand needed to reassert its place in modern menswear. Through a mix of research, sales data, and focus groups, we zeroed in on the Dockers’ customer—someone who values quality, simplicity, and clothes that flow from Zoom calls to backyard hangouts. By rooting Dockers’ voice in its laid-back heritage, we gave the brand a straightforward tone that resonates with this audience’s busy life and evolving tastes.

Dad pants and proud.

As we grow, we start valuing simplicity and quality more—maybe Dad was onto something all along.

Father’s Day was the perfect moment to reveal our bold new brand voice, unapologetically owning Dockers’ “dad pants” reputation. By speaking directly to the 30-something consumer’s life stage, we proved that casual ease can still pack plenty of personality.

One voice, any language.

To unify things globally, we created a straightforward brand toolkit—covering voice, visuals, and in-store ideas—so every team, in every region, could execute with clarity and confidence.

Bold meets classic–and never fussy.

We freshened up Dockers’ classic color palette with a few modern accents, paired big, confident typography with their iconic logo, and locked it all together under “always a fit.” The result was both familiar and fresh.

Anchored in legacy. Made for today.

Always a fit.

Dad pants and proud.

One voice, any language.

Anchored in legacy.
Made for today.