LEVI ROOTS

The Challenge.

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We first met Levi straight after Dragons’ Den and, since then, there have been many iterations of his brand. As more products were licensed out, much of his warmth, charisma and cultural impact had been diluted. With new challenger brands crowding the fixture, it was time to put Levi back at the centre.

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Our Approach.

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We recaptured his presence through a standout photoshoot – dreadlocks flying, body in motion – then turned those poses into illustrated silhouettes that dance across packs. Bright colours, bold food photography and custom Levi-isms in the tone of voice brought energy and recognition back to the brand. We also created clear guidelines to help licensees use the identity consistently, without losing his voice. As Levi would say, it was fabulicious.

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The Impact.

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The new identity helped Levi Roots reconnect with shoppers and reclaim space on shelf. With no change to the product itself, sauces and marinades saw a 22% uplift in global sales – proof that personality still sells.