Mucho

Creative Boom · Jun 11, 2026

SMLXL, a Barcelona and New York-based studio, designed playful packaging for a collaboration between Midnight Cosmetics and pet brand HotDog. The project merges Midnight’s minimalist aesthetic with HotDog’s exuberant energy through gouache-painted illustrations of dogs in motion. The result is a vibrant, tactile design that communicates the product’s softness and joy while showcasing SMLXL’s conceptual approach to design.

BP&O · Sep 25, 2025

BP&O’s feature by Emily Gosling reviews Mucho’s rebrand for the Institute for Advanced Architecture of Catalonia (IAAC). The new identity, developed with Fil Studio and Metódica, uses a generative system, modular visuals, and sound design to reflect IAAC’s experimental ethos. While praised for its flexibility and conceptual strength, the article critiques the wordmark’s visual execution.

BP&O · Mar 4, 2025

BP&O’s Richard Baird reviews Mucho’s branding for Ultraderp, an innovative dog lead brand. The identity centers on a witty ‘U’ shaped tongue device, supported by playful illustrations and handwritten type in a black-and-white palette. While the concept and execution are praised, Baird notes that real-world applications could better match the mock-ups.

Creative Boom · Nov 4, 2024

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.

BP&O · Apr 18, 2024

BP&O’s Richard Baird reviews Mucho’s branding for Antara 128, an avant-garde bakery and restaurant in Melbourne. The identity draws on the intersection of craft and industry, featuring a folded 'A' logo inspired by dough lamination, earthy tones, and the GT Alpina typeface. The design extends across packaging and digital applications, balancing industrial precision with warmth and material tactility.

The Brand Identity · Jan 18, 2024 · Interview

The Brand Identity’s interview with Mucho designer Pedro Destefani explores his journey from Brazil to Barcelona after winning a full scholarship to study at Elisava. Destefani discusses his growth through education, his experiences working at Mucho, and his evolving interest in typography and black-and-white design. The conversation highlights his personal and professional development as part of an international design community.

BP&O · Jun 13, 2023

BP&O features Mucho’s rebrand of health-tech company Ostro, formerly known as RxDefine. The new identity introduces a modular, shape-driven system inspired by Meccano, paired with Helvetica and a vibrant color palette to convey clarity and approachability. The project also included naming by A Hundred Monkeys and a focus on simplifying brand architecture for multiple audiences.

The Brand Identity · May 3, 2023

The Brand Identity’s 'The Edit' highlights five global design projects, including Sthuthi Ramesh’s modular identity for Manchester’s South Asia Gallery. Other features include branding for vegan cheese brand IN+U by FUNKY, BrewBird’s coffee identity by Mucho, Infinix’s tech-focused rebrand by Mubien, and Mizone’s sustainable bottle design by Everland. Each project showcases innovation in typography, sustainability, and visual storytelling.

BP&O · Jan 31, 2023

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.

The Brand Identity · Jan 25, 2023

The article, part of The Brand Identity’s 'The Edit' series, highlights five recent design projects from studios around the world. Featured works include Ingrid Picanyol Studio’s campaign for Torelló Mountain Film Festival, Milieu Grotesque’s refreshed Boutique typeface poster, Classmate Studio’s book for BIVAK, Standard Projects’ identity for Programa, and Mucho’s branding for Overmoon. Each project showcases distinct creative approaches across branding, print, and digital design.

BP&O · Oct 20, 2022

BP&O features Mucho’s rebrand for Big C Charters, a San Francisco-based fishing charter company founded by Christian Cavanaugh. The identity centers on a tall, hooked 'C' logo and a custom typeface, Big C Sans, inspired by the captain’s stature and the fishing industry. Vibrant colors, candid photography, and playful animation help modernize the brand and distinguish it from traditional maritime aesthetics.

BP&O · Apr 7, 2022

BP&O features Mucho’s rebrand for the Art Gallery of New South Wales, which unifies the institution’s fragmented brand architecture through a rationalized system and dynamic framing device. The identity employs a strict typographic and color system, referencing Sydney’s artistic heritage and the gallery’s architectural details. The result positions the gallery as a cultural hub and meeting point for diverse audiences.

BP&O · Mar 22, 2022

BP&O features Mucho’s rebrand for the Piedmont Art Walk, a community arts event in California. The San Francisco studio created a lively, animated logo that turns the word 'art' into a walking character, supported by A2 Gothic type and a red-and-white palette. The identity emphasizes accessibility, joy, and community engagement, helping the event raise significant funds for local schools.

The Brand Identity · May 7, 2021 · Interview

The Brand Identity’s interview with Mucho design director Lyam Bewry explores his journey from the UK to San Francisco, his proactive approach to career growth, and how he manages creative block. Bewry reflects on his early inspirations, the challenges of moving abroad during the pandemic, and the psychological aspects of working in design. The conversation highlights his emphasis on mentorship, optimism, and maintaining creativity through self-awareness.

The Brand Identity · Apr 12, 2021

Mucho created cinematic posters and a marketing campaign for Peter Nicks' Sundance Award-winning documentary Homeroom, which follows Oakland High School seniors in spring 2020. The campaign uses Vocal Type's Martin typeface, portrait photography and expansive negative space to foreground the students' self-expression and defiance while addressing systemic racial injustice.

The Brand Identity · Apr 24, 2020

The article covers Mate Act Now, a global poster campaign initiated by New Zealand designer Chris Flack to mark the 50th anniversary of Earth Day. Over 130 designers and studios worldwide contributed posters promoting climate action, with proceeds from a printed publication going to Red Cross Disaster Relief and Recovery Australia. The project demonstrates the design community’s ability to unite for environmental causes.

BP&O · Mar 18, 2020

BP&O features Mucho’s design for the book 'Queremos Sonreír', a cultural research project led by Trànsit Projectes exploring local cultural activation in Spain. The design uses bold typography, neon color, and a fold-out dust jacket inspired by protest banners to reflect themes of participation and grassroots action.