Diesel is a brand for rebels.
Their small traditional Italian town heritage has given the brand strong (stubborn) roots.
Since 1978, Diesel has done its own thing, gone its own way, ignored trends and shown the middle finger to critics.
As an Italian based fashion brand, it would have been easy for Diesel to be derailed and cashed in on the trends of what was expected from Italian brands.
But Diesel doesn’t do what’s expected.
They use tongue-in-cheek humour, irony and black comedy in often explosive campaigns that are polarising, attracting both plaudits and critics.
Diesel appeals to its youthful, independent and alternative audience with their distain for conformity and their “I don’t give a f**k” outlook on life.
As far as brand personality examples go, few are as realistically tangible as Diesel.
Brand Identity: Rough
Language: Attitude Laced
Characteristics: Distinct / Unruly