Global Brand Identity

Taking a niche brand to a wider audience

Monkey Shoulder

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.

Reflecting its playful attitude, Space has developed 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.

This bold, colourful and distinctive identity provides a platform for moments of playful escapism for young adults whose life is becoming more complicated and full of responsibilities.

The illustrative visual world now informs the brand’s global communications across out of home advertising, creative experiences and social content.

The work is being rolled out across key markets and has already featured in a major OOH campaign across France, a world-first paint-bombing billboard activation in the UK and been adopted extensively across the brand’s social channels.

Serve films featuring signature Monkey Shoulder cocktails, content created by local market brand ambassadors and a seasonal calendar of stories to support local market initiatives feature 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.