In 1978 Renzo Rosso founded Diesel on three key principles: passion, individuality and self-expression. Over 40 years later and the brand is still bursting with all three making it not just a fashion label but a veritable lifestyle with its own distinct community.
This was our starting point for the redesign of diesel.com: the Diesel community – the people. We set out to create a digital space where the brand and its customers could really connect, not just through the full range of shoppable products but through a bold approach and full immersion in the brand experience.
This rule-breaker brand merits a totally unique user experience so we created a new precedent and completely banished black from the entire interface replacing it with the bright red of the Diesel logo making it immediately identifiable. We combined this with a grid-like structure with asymmetric details for a brand that thinks outside the box and with a series of animations and innovative micro interactions to reflect a forward-thinking attitude and attention to detail.
The site is mobile first with a simple structure leaving space for the strong editorial content to tell the new engaging stories close to the heart of the brand and to its community, creating real relationships between the two.
