Diesel Brand Strategy & Interior Design

For over two decades Diesel has been seen as the black sheep of fashion brands, sitting outside the pack, adored by its loyal army of followers across the globe. However, the brand of late has drifted into the mainstream and needs to connect with a new audience by once again standing out and doing things differently.

Diesel Branding & Brand Communication

I-AM were asked to recommend a series of brand development principles that would once again rebuild Diesel’s maverick status through innovative and unprecedented retail design.

By researching every aspect of the Diesel customer experience, I-AM outlined a UK retail strategy to ensure Diesel regain their edge through their in-store experience.