GoldenGrace envisions a world where aging is celebrated, and wisdom is revered, aiming to combat social norms, contributing to a culture that values the unique richness of aging.
GoldenGrace passionately embraces the essence of the golden generation with stylish, comfortable clothing that fosters individuality. By actively portraying the lifestyle of our customers and capturing the joy they derive from life. Furthermore, we advocate for positive aging perceptions, that reshape societal views, cultivating a socially impactful, inclusive, and dignified experience for the wise community.
GoldenGrace, at its core, is a celebration of wisdom, joy, and inclusivity. Our commitment goes beyond fashion; it's a pledge to build a thriving place where stories are shared. Our approach is wisdomcelebrating, we proudly champion the wisdom that accompanies aging, acknowledging every wrinkle and grey hair as a testament to a life rich in experiences. In the golden years, joyful mindset becomes a guiding principle, woven into the fabric of every design and interaction. At GoldenGrace, we embrace the exuberance of a life filled with laughter and new experiences. But our celebration isn't exclusive; it's inclusive. We actively foster a diverse and supportive community, ensuring that everyone, regardless of background, feels valued and embraced.
GoldenGrace crafts denim for the spirited urban hedonists within the golden generation, combining quality and tailored comfort for the wise body, while actively supporting and embracing lives that defy social stereotypes, highlighting the joy prevalent in this community.
GoldenGrace is committed to driving positive change across key domains, mirroring Levi’s focus on Climate Change, Community Empowerment, and Consumption Habits.
In addressing Climate Change, our focus is on a substantial 40% absolute reduction in supply chain greenhouse gas emissions and a complete shift to renewable electricity by 2025[1]. We aspire to achieve a 90% absolute reduction in emissions across all operational facilities, ultimately reaching net-zero emissions by 2050, aligning seamlessly with Levi’s commitment.
In the sphere of Community Empowerment, GoldenGrace fervently dedicates itself to reshaping the perception of the golden generation. Our commitment transcends the ordinary, aiming to highlight the less emphasized, cheerful aspects of this community. By defying societal norms, we aspire to challange stereotypes, fostering an inclusive narrative that celebrates the vibrancy and richness of the golden generation. This promotes a vision of aging that is dynamic.a
Under our Consumption Habits commitment, initiatives like resale and up-cycling echo our vision for a fashion industry in harmony with sustainability, echoing an understanding of the circular economy’s significance. Similar to Levi’s SecondHand and Tailor Shop programs, GoldenGrace offers avenues for customers to give their clothing renewed purpose, showcasing our proactive approach in shaping a more sustainable future.
[1] Levi’s, 2023. Levi Strauss. [Online] Available at: https://www.levistrauss.com/wpcontent/uploads/2023/09/2022-LSCo.-Sustainability-Goals-Progress-Update.pdf
In the tapestry of the Urban Voyager’s life, sophistication and avant-garde seamlessly blend as they gracefully navigate their golden years. Whether nestled in vibrant urban settings or seeking solace in botanical gardens, our Urban Voyager craves the freedom to explore exceptional experiences, such as joining a community of urban sketchers, participating in immersive theater performance, or discovering unique experiences that fuel their insatiable appetite for the extraordinary, like exploring hidden culinary gems. Their celebration of independence and the wisdom gained over the years embodies a spirited and ageless approach to living life to the fullest— each day a canvas waiting for the strokes of a new and extraordinary discovery.
JAZZ PUB
LOCAL ART EXPO
RECORD STORE
VINTAGE STORE
IMMERSIVE THEATER
GoldenGrace situates itself in the upper mid-market tier, delivering unique designs and a favorable perspective on aging within a reasonable price range. Priced between €80 and €170, our brand appeals to consumers who prioritize affordability but are open to investing a bit more for the quality and distinctive experiences GoldenGrace provides. This pricing approach underscores our dedication to offering sophisticated fashion and community engagement accessible to a broad audience within the mid-market segment.
GoldenGrace tactically showcases its upper midmarket label across digital platforms, accentuating the elegance of aging and nurturing connections. Exclusive retail outlets offer a hands-on experience, catering to those who appreciate a traditional shopping atmosphere, particularly our Urban Voyager. Core messages highlight sophistication and positive aging, contributing to a more enriching world for the golden community. The brand adopts a tone that is sophisticated, empathetic, inclusive, and positive, aligning with the refined preferences and diverse emotions of the golden generation.
These wide pleated denim pants are made with comfort and style in mind, perfect for strolling through the city.
Designed to be breathable and effortlessly flowing, they aim to give a laid-back, confident feel.
Not to mention, the elastic waistband allows for easy on and off, discreetly tucked away for a natural look without any fuss. No need to worry about judgment.
The fabric’s interior is wonderfully soft, ensuring a pleasant experience against skin.
Designed for city roamers, this trench coat seamlessly blends comfort and style, offering a laidback, confident feel with its breathable design.
The soft and cozy interior ensures a delightful experience, keeping the body warm on chilly winter days.
With practical magnetic buttons, dressing becomes effortless, enhancing the overall urban exploration experience.
Tote bag version
Meet our denim tote bag, crafted for urban discovery. Its unique design effortlessly transforms into a backpack, offering ease as you navigate the city. Utilizing four adjustable straps, you have the flexibility to tie them into a knot, choosing between a casual tote or a hands-free backpack. This thoughtful design caters to your style and enhances your urban exploration, ensuring a seamless and adaptable experience.
*CONVENTIONAL - meaning in the way that the brand is targeting its mature target
GoldenGrace distinguishes itself not only through its exceptional treatment of customers but also by catering to the mature population with clothing designed to enhance their daily lives. Despite our prices falling within the mid-market range, customers are investing in more than just garments – they are paying for the premium experience and respect we provide them. At GoldenGrace, we prioritize cherishing and enjoying life at every stage, reinforcing the idea that the value extends beyond the clothing itself.
GoldenGrace’s visual identity is defined by 4 key assets:
GoldenGrace logo is based on the old Levi’s logo but also the current one, combining the past and the present.
Most used fonts are Futura (TT) Medium and Minion Variable Concept (16) Display Bold
Two most used colours are the current red Levi’s colour and the blue colour, that is used in our logo.
HIERARCHY
Our brand hierarchy is very focused on symmetry, so it is easy for our customer to navigate.
In the context of GoldenGrace’s design philosophy, the commitment to symmetry not only crafts a visually pleasing hierarchy but also serves as a practical aid for our target audience. This meticulous approach extends to every detail, from the carefully chosen fonts to maintaining a consistent 0.25-inch margin. The symmetry is evident in the precise placement of main text and images, each separated by 0.25 inches, fostering a balanced layout. The intentional color transitions from one page to the next, creating a cohesive brand book.
GoldenGrace employs this logo to promote all of our products. The 2D design incorporates Levi’s classic double batwing logo (symbolizing maturity), along with a wordmark and our brand name, GoldenGrace.
The logo represents excellence, akin to the renowned quality associated with Levi’s, and this aligns with the values upheld by GoldenGrace. Clarity and distinctiveness are essential for the logo. We do not like to make the logo huge because we do not want to over power our customers with it
That’s the reason we position our logo primarily in the corners of an image, ensuring it doesn’t overshadow any visual elements.
This part of the name symbolizes the golden years of life, representing the period associated with aging and wisdom. It reflects the idea that life, like precious metal, becomes more valuable with time, emphasizing the positive aspects and richness that come with age.
“Grace” embodies Wkindness, and a sense of ease. It suggests a dignified and refined approach to aging, celebrating the wisdom and experiences that individuals accumulate over time. The inclusion of “Grace” emphasizes the brand’s commitment to presenting aging in a positive light, with a focus on embracing one’s age with dignity and style.
GoldenGrace carefully blends elements from different eras through its choice of fonts, seamlessly merging the old with the modern.
The primary fonts, Futura (TT) Medium and Minion Variable Concept (16) Display Bold, strike a balance between simplicity and timelessness. This clarity extends to the typography, characterized by a bold and clean aesthetic.
Titles prominently feature Minion Variable Concept (16) Display Bold.
Text colors are chosen thoughtfully based on background, ensuring readability with black, white, and occasional red or blue for emphasis.
The brand avoids italics, preferring the use of medium and bold styles for a consistent and easyto-read visual experience.
GoldenGrace uses same colours similar to those of Levi’s, like red and blue, symbolizing its American heritage and roots.
C=16 Y=82 R=195 B=56
M=100 K=6 G=32
C=100 Y=10 R=37 B=143
M=90 K=0 G=64
C=10 Y=16 R=9 B=11
M=5 K=0 G=11
C=75 Y=66 R=80 B=29
M=67 K=86 G=57
C=91 Y=51 R=22 B=86
M=58 K=34 G=75
C=100 Y=12 R=34 B=139
M=87 K=2 G=66
C=5 Y=82 R=238 B=71
M=42 K=0 G=160
C=49 Y=88 R=80 B=29
M=64 K=55 G=57
POSITIVE, URBAN, UNCONVENTIONAL
AND JOY SHOULDN’T EITHER.