Noko Jeans is jeans from North Korea. The unique story started a few years back when three young guys from Sweden decided to find out if it was possible to produce jeans in North Korea.
We were asked to come up with branding ideas.

"Noko Jeans is, first and foremost, and forever, a story. This story has several angles and is rich as nothing else, but it is always based on one thing: the people. Noko Jeans is our story of a people (a people that noone else talks about.) We never, ever talk about the politics, not even in the tiniest bit – Noko Jeans is not a glorified Che Guevara t-shirt in the shape of jeans, nor will it ever try to be."

I worked on the design, concept and strategy in corporation with Fred Berman (Art Director), Josefine Frisenfelt (Designer) and Madelene Norell (Designer).

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Concept:
We worked on a lot of strict shapes and forms to symbolize the controlled North Korea. In contrast to those shapes we worked with light, colors and dreams -- the North Korean people's thoughts and dreams.

The Noko Jeans website is where all the material is gathered. All the content is brought in externally from other sites like Vimeo, Flickr, Twitter and Blogs. The whole story is divided into chapters.

The Noko Jeans would only be sold in a limited quantity and for a limited period of time. Like a small town shop the Noko Jeans website would turn into a webshop with no regular open hours. Buying Noko Jeans should involve some effort for the buyer. This to make it exclusive and to leave the owner with a feeling of achievement and belonging when owning a pair of Noko Jeans.