New identity for cashmere brand Gobi is deeply rooted in Mongolian culture

Gobi is well-known in its native Mongolia but needed an extra push to expand its global presence. Creative director Rob Duncan explains how a new visual identity crafted by Mucho has helped that effort. Mucho needed to discover its unique story, one that could be translated into a more premium look and feel while still being accessible and representing Mongolia’s heritage and culture. Gobi is the largest cashmere garment manufacturer in Mongolia, and that’s what makes it special.