Fashion & retail
Dikochi
Built at the meeting point of minimal design, elevated essentials and contemporary fashion culture.
- Role
- Identity & direction
- Sector
- Fashion
- Deliverables
- Brand kit, retail, social
- Year
- 2026
Scope
- Brand identity
- House mark
- Retail
- Social direction
Overview
Elevated basics, with a house mark to grow into.
Dikochi Originals is built at the meeting point of minimal design, elevated essentials and contemporary fashion culture. The system separates a house mark from the Originals line, so the brand can scale across retail, product and social without diluting either.
Identity system
How the brand is built.
Two marks, one house
The identity is built to be simple, valuable and everyday-relevant. A house mark carries the parent brand, while the Originals lockup fronts the product line — so retail, packaging and social each get the right level of formality without redrawing the identity.
Colour
- OxbloodPrimary — the Originals signature#6b1717
- Near blackStructure and typography#1f0508
- BlushSecondary tone#ffe5e5
- ShellFoundation background#fff5f2
Typography
OutfitPrimary typeface
Confident, modern, easy to read — selected for legibility across the range of applications the brand has to survive, from a shopfront to a product label.
The work
13 pieces
