Dickies

Initially working on a brand positioning and store evaluation exercise, we were briefed on a complete store format and brand environment re-design. After a six-month period of design development and prototyping of the key elements, the scheme was translated into locations and formats across China. The Dickies flagship opened on the prestigious East Nanjing Road in Shanghai, in September 2011. The project builds on the authenticity of the Dickies brand heritage, focussing on the brand values of affordable, high quality, durable and fashionable garments and showcasing them in a brand environment that encapsulates the Dickies essence, whilst remaining flexible, modular and practical – suitable for a fast-fashion retail brand. As part of the shopfront design we refined the logo, creating a greater visual impact and reinforcing the brand’s fashion credentials.