Suffering from brand inconsistency, Monkey Shoulder needed a new identity that would stand through time with younger audiences. 
We came up with three directions to show that this irreverent spirit is not afraid to break the rules.
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How we look- urban, authentic and even contemporary, Monkey Shoulder 
is all about the direct and unpretentious quality of nature and jungle.
How we sound- this confident attitude is about playful spontaneity and fun-loving optimism expressed through bold typographic statements.
How we feel- authentic / natural / textural / age / quality / tactile / urban
How we look- the tactile excitement of gig entry stamps, the ultimate sign of
social 
participation, inspires the rich look and textured feel of stamped ink
How we sound- this unexpectedly social spirit is always shared and spontaneous with new and fun experiences 
How we feel- unique / print / analogue / heritage / artisan / craft / teamwork / social / energetic
Recommended direction.
How we look- individuality and attitude are shown with a compelling mix of graphic graffiti and contemporary styling
How we sound- Monkey Shoulder embodies a free-thinking and creative approach that 
forges new ways of doing things and makes bold statements of irreverence
How we feel- vibrant / colourful / fresh / gestural / painterly / abstract / contemporary / bold / daring / differentiating
paint.
pencil.
open your world.
nomad.
pages.
drama like no other.
stand up for better coffee.
other media.
get super.
from barclays.
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