Rebranding an iconic tagline for a historic brand. “For Successful Living” has been used by Diesel for over 25 years and become a voice for the brand and it’s daring approach to fashion.

The new lock up was created to compliment the current Diesel logo the introduction of a more extended font was drawn which mimics the elongation and thickness in the current logo. Sitting below the word marque it creates a platform for the current logo.

The capsule collection was designed to bring illustrative elements to the graphic brand and develop a look and feel that can be used across accessories, campaigns and clothing. Bringing the brand identity together through the use of dreamscape imagery, and slightly contrasting colors.

Creative Direction
Art Direction
Design
Campaign
Merchandise