In their own words
It was important that we discover the real culture, history and heritage of the country.
The more successful Gobi becomes, the more successful their workers become and the more successful and recognised Mongolia becomes as a country.
Potential customers are attracted to the packaging when they see it at BrewBird pop-up locations. They expect it to be some sort of art installation and are surprised to find it’s actually packaging for coffee.
Articles & interviews
- Gobi's new identity draws inspiration from Mongolian culture
Creative agency Mucho has rebranded Mongolian cashmere brand Gobi to help it expand globally while staying true to its cultural roots. Led by creative director Rob Duncan, the project involved deep research in Mongolia, resulting in a new symbol, wordmark, icons, and campaign that celebrate the country's heritage. The rebrand positions Gobi as a premium yet authentic brand committed to sustainable, local production.
- New Logo & Branding for BrewBird by Mucho
BP&O features Mucho’s new brand identity for coffee tech startup BrewBird. The project combines a minimalist logo built from mirrored Bs with vibrant marbled paint pours created by Scottish artist Craig Black. The identity balances technological sophistication with artisanal craft, using LL Supreme type and a restrained color palette to highlight the expressive visuals.