DATE
05/05/2024
Dithari Technologies
Dithari is a UAE-based B2B supplier specializing in certified refurbished technology including laptops, smartphones, and IT equipment from leading global brands. Designed for resellers, businesses, and institutions, Dithari helps clients cut costs, reduce e-waste, and access premium tech at exceptional value. We enable smarter, more sustainable, and budget-friendly technology solutions for the modern enterprise.
Rebranding
Social Media
Services
Branding & Social Media
Category
Recommerce
Client
Jabeer K M
The Problem
Dithari initially operated as an investment banking service catering to high-net-worth individuals in the Middle East. However, with a strategic pivot in their business model, they decided to transition into the B2B space as a supplier of certified refurbished tech products, including laptops, tablets, and smartphones, for businesses and institutions. While the brand name had recognition, it no longer aligned with their new industry or audience. They approached DMS Designs to help reposition the brand without losing its identity, while making it relevant, credible, and appealing in the refurbished tech sector.
Our Solution
We led a comprehensive rebranding process that preserved the name Dithari but transformed its visual identity to reflect the brand’s new direction. Our design team created a distinctive “D” logomark that cleverly symbolized both a flip phone - representing the refurbished tech space and the Arabic letter "ذ" (dhāl), anchoring the brand in its regional roots. The wordmark was designed to be clean, modern, and versatile, with a dynamic sub-variant used as a sticker for products positioning each item as a "Dithari Certified" product. The new identity balanced trust, tech, and regional authenticity in one unified system.
The Results
Following the rebrand, Dithari was able to seamlessly reposition itself in the refurbished tech space while retaining its existing brand equity. The updated branding enhanced their credibility in B2B markets and helped establish a recognizable presence across the Middle East. With steady expansion into new countries and growing traction among resellers and institutional buyers, Dithari has evolved into a trusted name for smart, sustainable, and affordable technology powered by a brand identity that communicates both purpose and place.
