Levi's wanted to freshen up their image and appeal to the kids of the 90s through a new brand called L2. These designs were done for the back pocket cards that are stapled to the jeans.

I approached this brand extension by focusing on what I believed the target audience would respond to. I used art that had many images, layered in a rough, dark, but sophisticated arrangement. The type treatment is simple and clean, which contrasts nicely with the complexity of the images. The box around the type contains and unifies the L and 2, giving it strength and balance. Each type of jean has a different image and type treatment that resembles the style.

The L2 project was put on hold and did not hit the consumer market for over five years, but I think our initial experimentation with the brand influenced the final identity.