# Flowery Fashion Branding Initiatives The Diesel Brand Gains a Soft and Delicate Identity Aesthetic By Kalin Ned | Published 2019-01-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/diesel-brand References: [caterinabianchini](https://caterinabianchini.com/diesel) & [behance.net](https://www.behance.net/gallery/71529875/Diesel) The [Diesel](https://www.trendhunter.com/trends/humansized-egg-installation) 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](https://www.trendhunter.com/trends/diesel-3). 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](https://www.trendhunter.com/trends/tough-guys-soft-sweaters) 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." ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 89% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Brand Identity Transformation:** The trend of rebranding established companies' image identity - **Soft Aesthetic Fashion:** The trend of incorporating floral elements and dreamy imagery in fashion design - **Art and Design Collaboration:** The trend of fashion brands collaborating with art and design studios for fresh perspectives on branding and design. ### Where This Applies - **Fashion and Apparel Industry:** Fashion labels can benefit from collaborations with art and design studios to revamp their brand identity and design. - **Graphic Design Industry:** Graphic design firms can explore opportunities for collaborations with fashion labels for branding projects. - **Marketing and Advertising Industry:** Marketing and advertising agencies can utilize dreamy and ethereal visual approaches in creating campaigns for fashion brands. ## Related on Trend Hunter - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Artistic Contemporary Footwear Collabs](https://www.trendhunter.com/trends/melissa-x-diesel.md) - [Urban Egg Installations](https://www.trendhunter.com/trends/humansized-egg-installation.md) - [Graphic Tech Accessories](https://www.trendhunter.com/trends/diesel-x-casetify.md) - [Co-Branded Bespoke Denim](https://www.trendhunter.com/trends/dieseloveslee.md) - [Individualistic Men's Fragrances](https://www.trendhunter.com/trends/diesel-d-red.md) - [Sleek Modern Bag Collections](https://www.trendhunter.com/trends/trompe-loeil-bags.md) - [Fashionable Sexual Wellness Toys](https://www.trendhunter.com/trends/lelo-diesel.md) - [Rugged Modern Holiday Accessories](https://www.trendhunter.com/trends/diesel-3.md)