LSN : News : Chester Zoo rebrands as a force for nature

Chester Zoo rebrands as a force for nature

Chester Zoo brand identity by How&How, UK

UK – Chester Zoo has unveiled a rebrand developed in partnership with branding agency How&How. The project, which was developed over two years, repositions the zoo as a hub for conservation, breeding and global research — a mission often overshadowed by its role as a visitor attraction.

At the centre of the rebrand is A Force for Nature, a concept featuring a rhinoceros horn-inspired logo to reference the zoo’s history of supporting critically endangered eastern black rhinos and a custom typeface with cuts and curls to mimic leaves, tails and claws.

The immersive, cinematic website also combines rich storytelling with educational content, while vibrant patterns, reflecting animal migrations, and a palette called Forest Mode create a visually arresting digital and physical identity.

Conservation groups, botanical gardens, creative groups and more are rebranding nature to lure Gen Z outdoors and engage them in conservation and climate activism, as explored in our Rebranding Nature design direction.

Strategic opportunity

How can your brand use earth-centric, authentic imagery and anti-doomerism messaging to connect with people and emphasise your brand’s commitment to a more sustainable future, without contributing to eco fatigue?

Gobi Cashmere revitalises brand identity with Mongolian roots

Gobi brand identity by Mucho, Mongolia

Mongolia – Mongolian cashmere giant Gobi has unveiled a refreshed brand identity deeply rooted in its heritage and sustainable ethos. As Mongolia’s largest cashmere manufacturer, Gobi distinguishes itself by keeping every step of production within the country – from sourcing raw cashmere to design and distribution – handled by its 1,700-strong workforce, 75% of whom are women.

Global creative agency Mucho spearheaded the rebranding effort, immersing themselves in Mongolia’s culture, history and the lives of herders who supply the raw cashmere. This process informed the creation of Gobi’s tagline, Truly Mongolian, and a new logo symbolising the brand’s interconnected ecosystem: goats, herders, employees and customers.

The rebrand also emphasises Gobi’s unique position in the market, as global competitors including Loro Piana and Naadam source manufacturing from outside of Mongolia. Gobi’s efforts have already paid off, with its products recently entering Nordstrom in the US, furthering its global expansion. In Luxury Recrafted, we explore how safeguarding artisanal skills and honouring heritage is a strategy being adopted by brands across the luxury sector.

Strategic Opportunity

Utilise craft-centric communication and celebrate your brand’s unique history and roots in order to differentiate yourself in the market and establish a deeper emotional connection to your consumers

Mall of the Emirates reveals new arts hub with musicals, plays and shows in mind

Mall of the Emirates, Dubai, UAE

UAE – Mall of the Emirates is set to debut New Covent Garden, a cultural landmark for Dubai’s thriving arts scene. Opening in early 2025, the venue will feature a 575-seat theatre, 10 dance and rehearsal studios, a restaurant and the first Pineapple Dance Studios outside London.

The venue will host a wide range of performances, from West End musicals and Arabic plays to ballet, comedy, concerts and family-friendly productions. Behind the project are pop star Lisa Scott-Lee, from the 1990s group Steps, and her husband, creative director Johnny Shentall-Lee. The duo aims to develop a creative hub where artists across disciplines can rehearse, train and perform.

‘The vision is to build a vibrant space for performers and audiences alike,’ said Lisa Scott-Lee.

The inaugural show, produced in collaboration with Live Nation Middle East, will mark the beginning of a new chapter for Dubai’s arts and entertainment landscape. With this addition, the Mall of the Emirates strengthens its position as a key destination blending culture, lifestyle and retail.

In our viewpoint, Cultural Curation in the UAE, with lifestyle publication The Sandy Times, we discussed the rapid growth of the local cultural scene and the pivotal role Middle Eastern brands are playing in positioning themselves for global success.

Strategic opportunity

Collaborate with artists, performers and designers to create exclusive shows or events that cater to diverse audiences in the Middle East but are also relevant on the international stage

Stat: Demand for green talent surges as supply struggles to keep pace

Google DeepMind, Global

Global – The global drive for sustainability is transforming job markets, with demand for green talent increasing annually by 5.9% between 2021 and 2024, according to Linkedin’s Economic Graph. Portugal has emerged as a leader, with a staggering 71.3% year-on-year growth in demand from 2023 to 2024. Other countries experiencing notable growth include the UK (+46%), Costa Rica (+40%), Singapore (+27.1%) and Luxembourg (+27%).

However, while demand is climbing, supply remains insufficient. Green talent supply increased by only 5.6% in the past year, leaving a widening gap in countries including Portugal where demand significantly outpaces supply. The report highlights that ‘to close this gap, we must at least double the current projected green talent supply by 2050, necessitating global investment in green skills and education’.

As the world shifts towards a greener economy, aligning talent supply with demand will be essential for meeting climate objectives and maintaining the green transition’s momentum.

In our Alphas Now and Next: From the Sandbox to Roblox macrotrend report, we explored how green jobs are set to become the norm for Generation Alpha as they step into the workforce.

Strategic opportunity

Invest in internal training programmes to upskill existing employees in green skills, such as renewable energy, sustainable supply chain management and carbon accounting