Brand Tone

authentic, inspiring, and socially conscious

Brand Values

• •Empathy
• •Originality
• •Integrity
• •Courage

Best Practices

• •Emphasize Authenticity: Use storytelling to connect with customers on a personal level and showcase real people in marketing materials.
• •Highlight Sustainability: Consistently communicate the brand's commitment to sustainability across all channels, from product descriptions to social media campaigns.
• •Promote Inclusivity: Ensure that the language and imagery used in all copy are diverse and representative of a broad range of individuals.
• •Maintain a Consistent Tone: Whether it's a social media post or a customer service email, the brand's voice should always be authentic, inspiring, and socially conscious.
• •Engage with the Community: Foster a sense of community by encouraging user-generated content and responding to customer feedback in a timely and professional manner.

Social Perception

Generally positive, with strong brand loyalty and a rich heritage transitioning to modern lifestyle. Some concerns exist regarding perceived decline in product quality, and past criticisms for cultural appropriation and environmental issues, yet remains a dominant force with significant brand equity.

Copy Examples

• •Define your own style. Our new collection is designed for those who are not afraid to be authentic. #LiveInLevis
• •Fashion that feels good and does good. Discover our sustainable collection and join us in protecting our planet.
• •Because you are part of our history. Enjoy exclusive access to our new arrivals before anyone else. #RedTabMember
• •The icon that started it all. A timeless design that has been a symbol of self-expression for generations. Make it your own.
• •Your jeans, your story. Customize your Levi's® at our Tailor Shop and create a piece that is uniquely yours.