Shepard Fairey Shakes Up Monkey Shoulder

Creative agency Space has developed a new Monkey Shoulder advertising campaign in collaboration with Los Angeles-based design agency Studio Number One (SNO). Design agency Here Design also worked closely on the project to expand and evolve the new visual identity, as well as creating a set of brand guidelines. The campaign, which aims to recruit new drinkers, reflects the playful attitude of the brand, highlighting the Monkey Shoulder bottle and the whisky’s signature cocktails. The headline: “Shake Your Monkey.”

Studio Number One’s team is led by creative director Shepard Fairey, known worldwide for his 1989 “Andre the Giant has a Posse” sticker phenomenon and his iconic 2008 Obama “Hope” portrait. Early in his career, Fairey worked as a graphic designer and founded SNO with his wife Amanda in 2003 as an extension of his style of graphics and grassroots marketing merged within the world of advertising and branding. London-based agency Space commissioned Studio Number One and collaborated with them on the development of the new identity. The creative, which features bold lines, graphics and colors, emulates screen-printed art with a playful Monkey Shoulder twist through illustrations, splashes and type.


Here Design then brought Monkey Shoulder’s playful brand personality to life; the studio produced a suite of backgrounds, wallpapers and illustrations for all below-the-line assets across on and off-trade channels currently rolling out globally. The new look has started to be integrated across Monkey Shoulder social channels with a series of animated “how to” films, also created by Space, which promote the signature cocktails.