Dockers San Francisco

New identity guidelines for American high street fashion brand 

Live well, feel good, look great.
The premium casual brand Dockers inspired by the San Francisco lifestyle needed a new identity attitude for its european market. We developped for them a new visual language based on 3 pillars : The authenticity of San Francisco, A strict yet flexible typographic system influenced by West Coast graphics, a vintage photographic language. All of these new elements were presented in a new brand book, targeted to all communicators of the brand.