Mucho

Mucho is a brand design studio with offices in Barcelona, San Francisco and Melbourne.

The company believes that strategy fuels fresh perspectives to energise brands.

They engage in a strategic process which involves:

Analysis (market research, brand audit, benchmark)

Brand (brand strategy, brand architecture, brand voice)

Culture (employer brand, change management, brand content)

Design (identity design, visual design, interactive design)

Experience (brand experience, brand management, brand performance)

Mucho's strategy for brand design

The Work

Mucho create work for any industry, from Arts and Culture, to Hospitality, to Healthcare.

Some of the most recent projects I admire are:

Visa

Mucho took the distinctive blue and yellow lines and put them front and centre of the brand.

"A core part of the new identity was honoring the Visa visual heritage. The new brand symbol champions their values of access and equality, and brings the heart of the brand to the forefront. The symbol has always been there—we just dialed into the opportunity to use it in a creative way." Rob Duncan, Creative Director

Jose Andres

A bespoke typeface that melds the elegance and activism at the heart of José’s brand. This typeface is named Mieres, after José’s hometown, and serves as a visual representation of the brand’s commitment to creativity, community, and change.

Gobi

Gobi is the largest cashmere manufacturer in Mongolia. 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.

For the photography, Mucho recommended that Gobi use and promote Mongolia's culture and surroundings in authentic situations.

"Shooting outdoors and showing off the environment, climate, and landscapes really accentuates what makes Mongolia and Mongolian cashmere special." Rob Duncan, Creative Director

Self-reflection

IIt’s interesting to see how a large creative studio like Mucho approaches strategy. Strategy plays a vital role in brand design, working in tandem with all the elements that shape a brand. There’s a lot I can take from Mucho’s process and bring into my own practice. I also admire their ability to distill a brand down to its essence, using that core idea to tell a compelling story. In hindsight, it looks simple, but that only comes after doing the deep strategic work.