Dobber – Sophisticated workwear since 1974

After several years of absence from the Swedish market, MQ decided to relaunch Dobber, one of Sweden's top denim brands in the 1980s. Aoki were charged with creating a graphic identity with clear roots in the brands golden years at the same time as looking to the future. Aoki applied the identity to everything from external communication and store adverts to neck lables, garment labels and jeans rivets. 


MQ is one of Scandinavia's leading branded fashion wear chains with 121 stores. Through a mix of proprietary brands and other selected brands, MQ offers highly fashionable clothing for men and women in attractive stores. 

More projects from the same client

Dobber – Photography and fashion at the Röhsska museum
Part of the relaunch of the new identity was an exhibition in collaboration with the Röhsska design museum in Gothenburg.
Reunion – Building a new brand for men
During the spring 2011, MQ launched a new brand for men. The style is simple and minimal. Our job was to produce a graphical identity and to take care of all the labels for the range.