Gap lives in denim. So that's where the reward was hidden.

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Denim is Gap's heartland, consistently one of its biggest sellers and a genuine area of innovation for the brand. Rewarding loyal denim buyers felt like the natural place to start.

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The solution was Denim Addict, a secret corner of the Gap app where every denim purchase earns a digital stamp. Five stamps in, the sixth pair is free. The mechanic was simple and satisfying, but the design had to earn its place within the existing Gap+ app. The visual identity drew on denim itself, textures, layering, stitching details and rivets . This gave the feature a tactile quality that felt considered rather than bolted on. It also gave Gap something beyond the stamp card: a clearer picture of who their most valuable customers are, what they buy and how often they shop.