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Dikochi

The cover of the Dikochi guidebook: two men in a wood-panelled room, the wordmark at the centre
The black Dikochi bag on a stone plinth in low sun: Eye for value.

/ Brand identity · House mark · Retail · Social direction

Dikochi is an affordable premium fashion brand focused on clean design, everyday wear and smart value, already operating in Dubai. Built around modern essentials, it offers a modern uniform that feels refined without being expensive.

Its palette is built on black and white, reflecting Dikochi’s role as an outlet marketplace that brings together multiple brands, styles and aesthetics under one system: a neutral, consistent frame rather than a competing visual voice.

The identity holds two brands. Dikochi is the retailer; Dikochi Originals is its own line of elevated premium basics. Each has its own wordmark.

The guidebook's logo concept: the Dikochi wordmark across black, above three photographs carrying it
A Dikochi outlet in a Dubai mall, rails of many brands, under the line A frame, not a statement
A woman in a charcoal coat in the store, beside the brand in the guidebook's words
The black Dikochi store front at dusk, the wordmark lit above the door, the running wordmark strip across it
The running Dikochi wordmark
A hand choosing from a rail of coats beside a sale folded into tissue, the wordmark in the stamp
A camel coat fitted at the mirror: clean design, everyday wear and smart value
The Dikochi store in Dubai Design District at blue hour: A modern uniform.
A rail of many brands and a fitting room, with the strip and a Let product carry the color stamp

/ Dikochi Originals

Originals is Dikochi’s own line of elevated premium basics, built at the meeting point of minimal design, elevated essentials and contemporary fashion culture. It introduces a more open and expressive layer within the system, grounded in the same principles of clarity, function and value.

Color is used more freely, materials and finishes become more pronounced, and design details take on a stronger presence. Each collection introduces one primary accent color with one tonal variation, while black and white stay dominant and the logos stay neutral.

The guidebook's Originals page: More Room for Expression, Still Intentional!, beside the line's photographs
The line's friends spaced along a Dubai rooftop, the Burj behind
A model with a red ribbon and the Originals wordmark, beside More room for expression, still intentional!
The Dikochi Originals woven label, and two friends on a rooftop at golden hour
The Originals campaign on a desert road at sunrise
The Dikochi box with an Originals tag on its tissue, and the two hang tags on a grey hoodie

/ Scope

Client
Dikochi and Dikochi Originals
Sector
Fashion retail
Scope
Brand identity, House mark, Retail, Social direction
Location
Dubai, UAE
Website
dikochi.com