Créneau gets the Feel for Lee

The branding for Lee Jeans’ new clothing range, Denim42, has been created by Créneau International Design.

Denim42 aims to reach a more cutting-edge 15-24-year-old shopper, and was developed by Lee Jeans, following Europe-wide market research. Créneau was briefed to reposition the Lee brand and introduce the new product line above and below-the-line.

The consultancy is overseeing the European advertising, trade exhibition design and retail environments for the launch of the new range, which is also being rolled out on-line.

Using “the senses” and the colour blue as the main themes, Denim42 is being presented with the strapline “Feel the Blue, Feel Good, Feel Lee”.

Créneau’s design for the website launch, at www.leejeans.com, includes an experience section given to lateral definitions of the colour blue.

“This section of the website aims to be directional and edgy, combining magazines, concerts and inspiring articles about bars, nightclubs, magazines, concerts, exhibitions and fashion,” says a spokeswoman for the consultancy.