The Brief

Specialists in premium cotton clothing, MGG asked Thread to look after their brand overhaul.

Our Solution

Based on in-depth consumer workshops and client branding sessions, we created a new identity that better reflected the quality and mission of the company.


We thread together a loveable, fluffy brand mascot to bring out MGG’s softer side. Provided Brand Strategy, Branding, Mascot Design, Key Visuals, Visual Identity.