SOFT
GRAPHIC DESIGN
MOTION DESIGN
In collaboration with Anja Weber
February 2024
February 2024
soft is a campaign that merges the concepts of “Inflated” and “Sauna” to create a unique and imaginative visual universe. This fictional initiative aims to develop the identity of a limited-edition Levi’s jeans line, blending the wellness elements of a sauna with an inflated, voluminous aesthetic. The soft collection features a relaxed-fit jean with wool-lined pockets, accompanied by a visually striking campaign centered around balloon imagery. This campaign combines photography and motion design to produce a captivating series of visuals.
The soft campaign logo is designed with a typographic style in constant motion, evoking the imagery of floating balloons. This perpetual animation reflects not only the lightness and softness of balloons but also the sense of comfort and wellness associated with the sauna experience. Each variation of the logo captures this essence by adapting the typography to align with the various visuals in the campaign, strengthening soft’s distinctive visual identity across multiple marketing and promotional platforms.
The soft campaign logo is designed with a typographic style in constant motion, evoking the imagery of floating balloons. This perpetual animation reflects not only the lightness and softness of balloons but also the sense of comfort and wellness associated with the sauna experience. Each variation of the logo captures this essence by adapting the typography to align with the various visuals in the campaign, strengthening soft’s distinctive visual identity across multiple marketing and promotional platforms.