Midnight Cowboy – Sip into Darkness

A new-to-world brand, brought to you from a collective of entrepreneurs in Manhattan, New York. Living amongst a thriving cocktail culture, they realised that there was a disconnect between the craft and quality of a New York bartender-made Espresso Martini and any available ready-made alternative.

Intertype Studio were galvanized by the founders’ maverick attitude, creating a brand and identity inspired by the lifestyle of a thrill-seeking cowboy. ‘Midnight Cowboy’ was a 1969 movie set in NYC, featuring an outlaw hustler played by Jon Voit.

Intertype Studio created a logotype inspired by a lasso rope and a brand icon inspired by the outlaw’s neckerchief to form a cocktail glass. An edgy character is combined with a sense of elegant sophistication to create a design with a unique and memorable tension.
The colour palette is inspired by the clothing of the outlaw, with the secondary type reminiscent of a letterpress wanted poster.

The brand becomes a symbol of NYC cocktail quality and a badge of honour for those seeking a risk-taking lifestyle. For the brand communications, this attitude is expressed by our line: ‘Sip into darkness’. An invitation to try a darker path.

Without any advertising spend, Midnight Cowboy secured long-term listings in some of the biggest venues in the world, including the Levi’s Stadium, which hosts NFL Super Bowl XL. Fans will be able to enjoy it from the bards inside the venue.

This is an amazing design story where risk truly is rewarded.