GOBI is a 100% Mongolian cashmere brand, combining centuries-old craftsmanship with modern manufacturing expertise and styles designed for comfort and longevity. From working closely with local herders to manufacturing exclusively at their one facility in Ulaanbaatar, every garment is sustainably produced in Mongolia, by Mongolians.

They approached Mucho to help tell this unique story to the world. Established over 40 years ago, and the largest cashmere company in Mongolia they wanted to reposition themselves, and appeal more to the US, european and global marketplace as a leader within the cashmere and fashion industry.

The GOBI logotype is custom, designed in-house by Mucho, with Tomato Grotesk used as the brand typeface.

Studio Work worked with Karamela, a new fashion brand offering quality, timeless pieces, ready to wear for refined women in Croatia and Australia.

The brand strategy and look and feel was developed to tie in with the business's objectives – being available to the Croatian and Australian market, with a brand aesthetic to match their fashion ethos of timeless, modern pieces that make women feel comfortable and beautiful.

The name Karamela means ‘caramel’ in Croatian, a beautiful reference that we used within the brand. To separate Karamela from their competitors, we created an identity that celebrates Croatian culture, lifestyle, and beauty, with a modern twist. With references to Romanesque architecture and the Renaissance, we used shape, colour, photography and typography to give the brand soul and a point of difference.