Programme: BA (Hons) Product Design
Project: (Disrupt and align) - Levi's
Team: Roman Galeev & Anna Nesterova

Anna Nesterova, BA (Hons) Product Design student: «This project is based on a brief to create an unusual product for a well-known brand. We had to analyze brand's history, single out the main phases of its development and use the data collected in our new product scenario. The main goal of the project was to preserve brand's style, its key message and general mood. 

We chose American jeans company Levi's as a brand. The concept of our project was shaped by the brand's rich history, and the main event was the 50 years' anniversary of its batwing logo. Having decided to continue the "Live in Levi's" advertising campaign and its videos about the lives of completely different people, we created a digital camera that would help Levi's fans share their stories and create the new history together with their favourite brand. 

As our main goal was to keep the initial brand style, we expressed it using the details of existing Levi's products: stitching, buttons, cutting, pockets' shape (for example, the shape of the camera was inspired by Levi's shirt pocket, whereas the stitching was taken from the famous 501 jeans model). We also paid much attention to the materials and used those typical of Levi's products: rubbed metal, copper and leather. There is no display in the camera as we wanted to make it more analog-like, preserving a feeling of an unexpected final result. 

The camera fits into the jeans' back pocket and, as any other Levi's product, is suitable for everyone».