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Dikochi

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, and both share the eye, a symbol of observation and selection with value at its centre.

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 with the running wordmark strip
The running Dikochi wordmark with the eye between, as the guidebook sets it
A hand choosing from a rail of coats beside a sale folded into tissue, with the Dikochi stamp
A camel coat fitted at the mirror: clean design, everyday wear and smart value
The eye symbol large beside a Dikochi hang tag on a cream knit
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.

An Originals leap with the oval badge, and the line's models laughing on a Dubai rooftop
The Originals layer: its logo, the stamp, the oval and the Elevated Basic Originals badge
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, and the tote on grass
The Elevated Basic Originals poster in Al Quoz, and the two hang tags

/ Scope

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