MONKEY SHOULDER
MADE FOR MIXING
Monkey Shoulder plays with the conventions of the whisky category. A 100% malt whisky made for mixing, the brand has steadily grown achieving top-trending status amongst the world’s best bartenders and becoming a favourite with whisky enthusiasts. Given this success, Monkey Shoulder is now on a mission to grow at scale by mixing with a new, younger generation of whisky drinkers whilst retaining its authenticity and credibility.
SHAKE YOUR MONKEY
Reflecting its playful attitude, I worked as part of the design and motion team at Space to develop a new global brand identity for Monkey Shoulder through a creative collaboration with Studio Number One founded by Shepard Fairey, US activist and street artist, famous for the iconic Obama “HOPE” poster. Paying homage to the Studio’s signature style rooted in “protest” and “industrial graphics”, a flexible design world full of compositions, backgrounds and illustrations has been created with Monkey Shoulder assets and colourways.
Social CONTENT
The brand now offers young adults playful escapism with bold and colourful visuals used in its global communications, such as out of home advertising and social content. The new design has been rolled out in key markets through major campaigns, including a paint-bombing billboard activation in the UK and a major OOH campaign in France, and has been adopted extensively across the brand's social channels.
RECIPE CONTENT
As part of the project, I created 3 serve films explaining the signature Monkey Shoulder cocktails, shown through the lens of this new visual identity with a distinctive tone of voice to give the brand a consistent look and feel across its global and local social channels.