In their own words
Our responsibility wasn’t to make synthetic biology look beautiful, but to make one of the most significant scientific stories of our generation understandable, approachable and inviting.
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 & interviews3
- Mucho creates Biotic identity for synthetic biology breakthrough
Independent branding agency Mucho created an accessible identity for Biotic, the nonprofit stewarding SpudCells, manmade synthetic cells designed to accelerate advances in medicine, materials, food, fuels, pollution reduction and carbon capture. The system centres on a single-dot logo, the Latin tagline "Ex Uno Plures," and reaction-diffusion animations and illustrations that visualise cellular multiplication, all within a restrained black-and-white palette.
- 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.