Cashmere brand Gobi has rebranded with Mucho. Gobi is the largest cashmere brand in Mongolia, founded in 1981. All garments are produced in Mongolia by Mongolians. From harvesting, processing, design to distribution, everything is done in Mongolia. The quality of Mongolian cashmere comes from the unique climate. In an environment where it is extremely hot in summer and extremely cold in winter, the goats shed their fur frequently and the fur is of high quality. Since privatization in 2007, there are two official branches in Berlin and Düsseldorf, and 62 stores worldwide.

The new brand identity captures the aesthetics of Mongolia. The symbol, which resembles traditional Mongolian patterns, symbolizes the virtuous cycle of manufacturing that is unique to Mongolia. The four hearts represent goats, herders, employees, and customers. The wordmark reflects the font characteristics found in Mongolian museums. It captures scenes unique to Mongolia, such as the vast plains, yurts, carriages, and animals. Instead of hiring models, we hired real herders, their families, and employees. The icons are inspired by the installations at the Chinggis Khan National Museum in Ulaanbaatar. Various icons, including icons representing the four seasons of Mongolia, are expressed as totems.

I love the confidence to use the tagline 'True Mongolian'. It feels like a phrase that only Gobi could say. It's a great example of the brand's values being reflected in its visual identity.

More and Sources

• https://www.gobicashmere.com/blogs/news/gobi-reimagined/
• https://wearemucho.com/work/gobi-cashmere