The Diesel brand has always been associated with ruggedness and durability. The label has surely made a name for itself primarily thanks to its edgy denim collections. In an attempt to stay relevant, the fashion practice taps art and design firm Caterina Bianchini Studio for a fresh take on its missions statement. The London-based creative company engages in a branding approach that delicately counters the consumer perception of the Diesel brand.
The lookbook features the fashion label's logo with a thick typeface and the iconic 'For Successful Living' tagline following. It is evident that Diesel and Caterina Bianchini Studio attempted to curate a softer identity that could be used "across accessories, campaigns, and clothing." While the floral motif surely provides a strong incentive, the creative enhances the ethereal vibe with "dreamscape imagery and slightly contrasting colors."