Signalling good times
What we did:
- Brand Strategy
- Creative Strategy
- Verbal Identity
- Visual Identity
- Brand World
- Brand Guidelines
The Brief
We want a stronger brand with a big idea behind it, to help us put good times in everyone’s hands.
The Insight
Raising a can, raising spirits or raising the roof – real good times are found caught in the moment, not performed for the camera. Whether they’re wildly spontaneous or planned to perfection, we’re all looking for meaningful experiences.
The idea
Double down.
A kick-ass brand with two shots of spirit, that goes all in so you can too.
A can for every plan. We positioned the brand as the ultimate kick-starter to a good time. Whoever you are, whatever you’re doing – it all starts with Monaco.
Stand loud and proud. For the core design, we simplified and amplified the Monaco rooster to give it a modern, unflappable swagger, whilst keeping a sense of familiarity. Then we injected energy with juicy colours and expressive typography.
“Monaco had an icon, but it wasn’t iconic. By putting the craft back into the rooster, we created a bolder silhouette that captures the quality and spirit of their drinks. He’s been to the barbers and is ready to strut his stuff.”
Rich
Design Director
A rooster’s rallying cry. To counter the pretentiousness of the sickly sweet cocktail world, we gave Monaco the voice of your inner monologue – commanding attention and cutting through the crowd.
Once we had the master identity locked in, we created sub brands for their other ranges. Each one has its own unique expression, but features the Monaco shield for a bold and consistent brand imprint.
“We LOVE getting a new Monaco brief through. It’s great to work so closely with their team on so many different projects and to see our work spurring them on to create their next idea.”
Emma
Senior Account Manager
“It’s very easy to have ‘good’ design in the age of the internet, but Robot Food deliver exceptional design. They took my dream and turned it into an even better reality – they’re genuine engineering design magicians! I’m very grateful to have found them.”
Don Deubler
CEO, Atomic Brands
