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.