The regional government of Alsace, France, first commissioned the development of a regional brand in 2010 with the hopes of enhancing the region’s presence in the European and international market. Yet drawing on contentious histories and communities in a region historically beset by perceived linguistic, national, and cultural difference, the brand became a platform through which to resolve and promote particular versions of historical conflict. This article traces the semiotic labor involved in one such production of ambivalent identity, which took the form of the so-called Alsatian oxymoron. Through the Alsatian oxymoron, meant to signify historical Alsatian duality, consumers, tourists, and even Alsatian citizens themselves were invited to reencounter Alsace as a place of attractive ambiguity, exotic difference, and irreducible complexity. This essay tracks this brand labor, seeking to reveal the semiotic strategies involved in such production. Particularly, I rely on Susan Gal’s (2012) formulation of axes of differentiation to elucidate the ways in which the Alsatian oxymoron both draws on and reconfigures historical processes of differentiation in Alsace.