VF Corporation
Branding and hangtag design for a new line of denim from VF Corporation, called Indigo.
VF Corporation’s Rider’s By Lee Indigo brand is known for its sustainable denim products. The brand is committed to reducing its environmental impact by using innovative technologies and processes to minimize water usage and waste. Indigo offers a range of denim products, including jeans, jackets, and skirts, designed to be fashionable and budget-friendly.
The Grove team was tasked to create a fashion-forward and innovative brand image that would resonate with the target audience and set the Indigo brand apart from its competitors. Through research and collaboration, we created a visual identity that was both striking and functional, ensuring that customers would be drawn to the brand and easily able to identify its products.
Services:
Brand Identity
Packaging Design
Visual Brand Strategy
The new Indigo product line, an extension of the Riders By Lee brand, was designed to target budget-conscious women who crave the stylish look and feel of ultra-premium denim brands.
Our team conducted research of the market, evaluating competitors’ products and labeling, with a focus on high-end boutiques and department stores.
Logo & Brand Identity
During the logo and brand identity development process, our team explored a range of concepts that combined fashion-forward type treatments with bold colors and textures. Our goal was to create an identity that paid homage to the rich history of the Lee parent brand, while keeping up with the latest fashion trends and styles.
Packaging & Point of Sale
Once the new identity was established, we collaborated with the Indigo marketing team to extend the branding to various labeling applications, including hangtags, matchbook ticketing, interior waistband printing, and size/style ticketing.
Premium Branding for Budget-Friendly Denim
Our team successfully supported the launch of the new Indigo product line, creating an identity and labeling that stood out in the marketplace, showcasing the product as a stylish and affordable alternative to much more expensive denim lines.