The Wrangler Proposal is a concept designed to increase market share in the jeans industry. Designed as an emotional branding series, the ads are intended to reach the audience by communicating an aspirational lifestyle, evoking childhood memories, and triggering wild west fantasies. The original Wrangler icon was redrawn, the jeans icon was developed specifically for this series, and the tag line, "We make jeans to fit your life" was written for consistent use in each concept. The layouts presented are conceptual comprehensives only and have never been published or sold.