The site redesign for Dockers was reliant on the back end architecure and templates of the Levi’s site, so our challenge was figuring out how to design a site for Dockers without making it feel too much like the newly designed Levi’s site.
We started by exploring the brand and its visual language to help us identify the ways in which to amplify the brand online.
We expanded the brand by creating new visual iconography, applying brand visuals to our designs to add sophistication and chose a slab serif typeface named Rockwell to help differentiate the brand in the category as well as from the Levi’s site design.
The result was a Dockers site that was modern, sophisticated, and confident. Establishing Dockers as a a brand worth exploring for contemporary designs, high quality products and a new point of view.