Pepe Jeans London is a clothing brand that was created in 1973 by three brothers that owned a stall in Portobello Market. Then known for it’s unique denim and bold communication, it has forever adapted to the upcoming trends in order to satisfy the actual fashion denim customer.
Escaping from denim’s classical barroque/western trend, often more associated to the USA, Pepe Jeans’ new identity system for 2016 and onwards has a: up-to-date London, premium denim approach, all enhancing the brand’s bold spirit.
The system is made up of three main colors: white, black and a watercolor indigo blue. These deceptively simple colours cover all the brand’s needs when labelling. All color options are very rich in details and materials making each piece a warm interaction within the consumer experience.
The indigo watercolour option was chosen for the main packaging to make it more distinctive. And following the brand’s mix&match spirit, kraft paper details were applied to the sides/backs.
One of the high points in Pepe’s brand history was during the blazing 90’s when the famous Pepe keyring was given away with every pair of jeans. The simple gift became a timeless icon. In the new branding process this icon was reintroduced and given a twist by changing it from plastic to metal.
Together with the new labelling + packaging a new set of graphic moodboards and type combinations were delivered in order to achieve the full new look through-out all the graphic & communication pieces the company would produce.
Thanks to this starting point the brand is slowly elevating it’s look to a more modern and appealing British standard.
