For this work we had to fuse two brands into a joint-venture: Dior and Desigual. As these brands are almost opposites, we analyzed their values to try to summarize their essence in order to be able to create a brand that conveys both of the original ones.
"DD" was chosen as the name for the new brand as it is the best way to keep part of the original names without being too explicit. We want DD to preserve the elegance of Dior and the color of Desigual, creating a concept of new elegance that unites the world of Dior and Desigual, a harmonious contrast of values that is transmitted through design and embodied in a series of referents or influencers which are elegant and sophisticated, but also youthful, sympathetic and optimistic.
