Qubic New York was commissioned to concept and design a new fragrance for Levi’s Strauss. Currently still in the connecting phase, the concept and bottle have been well received.“We were asked to come up with a new concept that would relate to the brand and be a good natural extension of the product. Naturally we felt that the 501 was the most ‘iconic’ product and could work well in a fragrance” (Creative Director Ezio Burani provided creative leadership on the project).
Levi’s 501 jeans have been a classic choice for many throughout the years in casual dressing this was the inspiration for the bottle design. Bringing in an iconic element such as the classic Levi's button and turning into a form. The metal portion of the fragrance bottle is made from actual recycled buttons, adding character without losing history in the process.
The packaging is made with 100% recycled paper and is embedded with wild flower seeds to give it yet another life.