Gobi, the largest cashmere garment manufacturer in Mongolia, prides itself on sustainable production within the country. With over 1700 staff members, 75% of whom are women, Gobi ensures that every step of the process, from raw material harvesting to distribution, remains in Mongolia.
Originally established in 1981 as a state-owned company specializing in premium cashmere, Gobi has since been privatized and expanded globally with stores in Berlin, Düsseldorf, and 62 franchise locations. Seeking to enhance its brand presence outside of Mongolia, Gobi enlisted the help of the global creative agency, Mucho.
To better understand Gobi’s unique story and heritage, Mucho embarked on a week-long journey to Mongolia during the harsh winter months. This allowed them to witness firsthand how the extreme climate contributes to the production of high-quality cashmere. By immersing themselves in the culture, visiting herders, and exploring the manufacturing process, the Mucho team gained valuable insights into Gobi’s operations.
One key distinction that sets Gobi apart from other luxury cashmere brands is its commitment to keeping production within Mongolia. While competitors often harvest raw cashmere in Mongolia but manufacture products elsewhere, Gobi ensures that everything, from raw materials to manufacturing and distribution, is done by Mongolians in Mongolia. This dedication to supporting the local community became the central theme for building the Gobi brand.
Through extensive research and collaboration, Mucho developed a new identity for Gobi, including a symbol and wordmark that symbolize the virtuous cycle of production within Mongolia. This unique story and commitment to the Mongolian people became the foundation for repositioning and strengthening the Gobi brand globally. Each shape symbolizes one of the four key connections that define Gobi’s uniqueness: goats, herders, employees, and customers.
The custom Gobi wordmark was crafted to exude a timeless and sophisticated feel. It pays homage to the rich history and heritage of a country with millennia of wisdom and stories to tell, while also embodying the luxurious quality of Gobi products.
Typography, advertising, and photography
Tomato Grotesk was selected as the brand typography for its modern, simple, and geometric design with a hint of quirkiness and flair. The varying weights within the typeface give it a more humanistic, friendly, and organic look.
In terms of advertising, the tagline ‚Truly Mongolian‘ was created to be used across all brand materials. This succinctly encapsulates what sets Gobi apart from others in the global cashmere industry. To launch the new brand identity, Mucho developed a campaign titled ‚Go. Be‘, playing on the company’s name and highlighting its unique qualities and benefits.
For photography, Mucho suggested incorporating Mongolia’s culture and landscapes in authentic settings. This approach highlights what makes Mongolian cashmere and Mongolia special.
Instead of using models, real-life herders, their families, and employees were featured in the photoshoots. This decision added authenticity to the images and supported the local community. By including yurts, wagons, animals, and Mongolian artifacts in the photos, Gobi was positioned as a genuine Mongolian brand that values its land, animals, heritage, and people.
Icons
A new set of brand icons was introduced as part of the visual identity. Inspired by ancient family brands found at the Chinggis Khaan National Museum, these icons include symbols representing the four seasons in Mongolia. They are utilized throughout the branding system, appearing in seasonal lookbooks, garment sleeves, and in-store displays in square and totem formats.
Amarsaikhan ‚Ama‘ Baatarsaikhan, CEO of Mucho, commended the agency for their creativity, quality, professionalism, and collaboration. The rebrand successfully captures Gobi’s unique narrative, establishing it as a key player in the global fashion industry while upholding its Mongolian roots and commitment to sustainable practices. The company’s products are now available at Nordstrom in the US, showcasing the impact of the rebrand.
Rob expressed his appreciation for the opportunity to delve into Mongolia’s culture and work with a company dedicated to the well-being of its people. The success of Gobi translates to success for its employees and ultimately, for Mongolia as a whole.