DISCIPLINES
Brand Strategy, Marketing Systems, Print Design
INDUSTRY
Hospitality & Nightlife
The only nightlife experience you can’t predict and can’t forget. Every month Midnight Monkey pulls you somewhere new, the themes shift, a menu crafted to match it, a soundtrack that sets the tone, and a dress code that makes you part of the story. Midnight Monkey is a speakeasy style cocktail bar and lounge in Mexico City targeting nightlife seekers looking for something beyond the ordinary. The challenge was to create a brand that felt classic, iconic, and playful while standing out in a saturated high-end market. The solution was a complete repositioning of the brand, reimagining Midnight Monkey around the concept of ongoing evolution and building a visual system with the range and character to flex with the brand’s ever-changing world.
WHERE MONKEY BUSINESS HAPPENS
The only nightlife experience you can’t predict and can’t forget. Every month Midnight Monkey pulls you somewhere new, the themes shift, a menu crafted to match it, a soundtrack that sets the tone, and a dress code that makes you part of the story. Midnight Monkey is a speakeasy style cocktail bar and lounge in Mexico City targeting nightlife seekers looking for something beyond the ordinary. The challenge was to create a brand that felt classic, iconic, and playful while standing out in a saturated high-end market. The solution was a complete repositioning of the brand, reimagining Midnight Monkey around the concept of ongoing evolution and building a visual system with the range and character to flex with the brand’s ever-changing world.
THE BRIEF
PURPOSE
To redefine what a night out can be. A speakeasy that prioritizes creativity and craftsmanship. To be an atmosphere that is designed to pull guests into somewhere new and unexpected.
DIFFERENCE
An ever-evolving system of transformation, thriving on change to create an experience that redefines itself monthly. Intentionally designed to inspire guests to anticipate, dress, and engage collectively.
VALUES
Creating an environment where guests arrive with purpose. A space to escape, connect, and step into a world built for that moment, where connection is shaped through constant change.
A nod to the nightlife scene, Representing the brand’s atmosphere, mystery, and escape that comes with a night out.
No monkey business without the monkey. The brand’s character, playful, iconic, and full of energy.
The product and experience at the heart. A speakeasy built on the craft of the pour.
The Rest of This Section is Under Construction :)