MONKEY SHOULDER

CHALLENGE

How to seamlessly balance the unexpected
with the familiar, where most brands do one
or the other to a fault. How to create a new
‘contemporary engaging brand’ in a well
worn category

SOLUTION

Rooted in whisky lore, the brand name
Monkey Shoulder is inspired by, and named
in honour of, the distillery malt men. These
men acquire a stoop, known colloquially as
‘monkey shoulder’, from repeatedly turning
the barley by hand…
A clear, contemporary bottle is branded with
a trio of three-dimensional monkeys,
appropriately positioned on the shoulder.
Each monkey represents one of three malts
which form the blend. These iconic, polished,
pewter monkeys are supported by a crafted,
typographic label, setting out the malt men
story. The minimal bottle, surprising name
and story label create a tactile
and distinctive presentation.

“The iconic bottle design, complete with three brass monkeys – each representing one of the constituent single malts – on the bottle’s shoulder, is sure to attract confident, liberal minded people with discerning taste and ensures it’s not one to hide away in the
drinks cabinet!”

THEDRINKSSHOP.COM