Image Italian countryside
Image Embossed leather patch
Image Shoe box family
Image Natural fabric shoe bag to go with every pair
Image Website
Image Dennis and Maico with next generation Diemme
Image
Image Diemme crest
Image Ready to be boxed
Image Diemme Wordmark
Italian countryside
Embossed leather patch
Shoe box family
Natural fabric shoe bag to go with every pair
Website
Dennis and Maico with next generation Diemme
Diemme crest
Ready to be boxed
Diemme Wordmark

Urban mountaineering

Project name
Diemme Footwear
Year
2012

Diemme Footwear is a collaborative effort from Italian footwear manufacturer Calzaturificio Diemme, Oslobased fashion agency Blender Agency, as well as GMT Tokyo and MnO International.

All Diemme Footwear products are made at the Calzaturificio Diemme factory in Montebelluna, Italy. They have 20 years experience within the hunting, mountaineering, trekking, safety and military segments. Combined with their expertise in producing footwear for brands such as Maison Martin Margiela, Chanel, Gucci, Bottega Veneta, Salvatore Ferragamo and cult Japanese brands such as Nonnative and Bedwin & The Heartbreakers. Needless to say they have have what it takes to make a solid product.

Input

Work was approached by Blender Agency to help bring out the brand essence in the overall identity of Diemme. When Blender started the prosess of building Diemme as a more fashion oriented brand there was no real brand foundation to speak of and the identity was lacking structure and finesse. They brought us in to define the visual direction and brand toolbox.

Output

Some of the original brand elements had charm but lacked craft and got somewhat lost in the competing surrounding elements. Our approach was about refining and bringing out the essence of the brand in it's simplest form. Working closely with the shoe design team at Blender we have since implemented on footwear, packaging, web and promo items.

Outcome

Due to the efforts of Blender Agency, Diemme has over the last few years become a reference in it's category of footwear for it's iconic style and broad appeal. It is sold worldwide in select retail locations. We would love to take more responsibility here, but the team at Blender are to blame... We enjoy assisting where where we can.

In addition to its own collection Diemme footwear is also doing collaborations with major brands such as Stone Island, Vans, Carhartt and Burton snowboards and Barneys New York.

Work has been instrumental for us in order to rebrand Diemme and to create a package that has allowed us to take Diemme from mountaineering boots to enter the fashion market and sit beside brands like Saint Laurent and Lanvin.

Erlend Güettler Hanssen
Product/ Brand Manager

Process

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