The core values of DIESEL based on my research and analysis are "Rebellion", "Self-expression" and "Unconvention". In order to expand its product line, I need to design a product which could amplify DIESEL's values. LOMO camera is one kind of camera which still adopts films instead of being digitalized. This kind of cameras usually have playful appearances with diversified functions such as fish-eye or motion pictures, but the outcome of the photo is unpredictable which adds more personality. It shares the same core values with DIESEL and can be the brand extension of its.