During Covid and the subsequent lockdowns, drinking at home became the ‘new going out’. Looking to replace or replicate bar and hospitality experiences themselves, consumers sought out new ways and exciting brands to expand their cocktailing-at-home repertoire. Even now, in a post-Covid world, exploring and experimenting with DIY drinks continues to be a popular activity, adding a kick to a social gathering of friends or bit of creative fun to a relaxing night at home.
To tap into this new behavioural trend, Monkey Shoulder tasked Knockout to develop an innovative gift pack that brought the brand’s promise of ‘Playful Escapism’ to life whilst reinforcing their functional ‘Made for Mixing’ benefit. The design needed to appeal to two distinct groups:
Young-At-Heart Drinkers, looking for ways to keep the fun going with new cocktail experiences & Spirited Whisky Lovers, wanting to take a playful break from their responsibilities through the enjoyment of making mixed drinks with their favourite spirit. Knockout began by running a creative workshop to explore the many possibilities of the brief. After coming up with a range of ideas that considered various barware and cocktail education, the client-agency collaboration landed on the development of a limited pack that features a lid that doubles as a cocktail strainer.
It was clear from the outset that the cocktail strainer needed to be fit for purpose whilst also deepening consumer emotional engagement with this funky, spirited brand.
Cleverly designed to fit any glass consumers have at home, the cocktail strainer is both functional and elegant with a touch of Monkey Shoulder playfulness. Made of stainless steel to prevent rusting, it is a durable tool that’ll serve at-home mixologists for years to come. With a rose-gold finish and the brand’s iconic three monkey emblem, it delivers a level of premiumness without any pretentiousness.
With the lid serving a secondary purpose as a cocktail strainer, this innovative packaging offers better sustainability. Quality was key in the design and choice of materials, ensuring that this was a bar accessory that consumers would keep and feel proud to own.
Bold and full of cheeky attitude, the outer packaging for this limited edition pack plays up Monkey Shoulder’s irrepressible personality. The vibrancy of the brand’s iconic chevron pattern along with its edgy illustration style and unexpected mix of typography makes this pack impossible to ignore at shelf. With more energy, fun and playfulness than the competitors, the packaging design drives reappraisal of whisky by breaking the generic and traditional codes of the category.
Beyond creating a handy piece of pro bar kit, the packaging of this limited edition offers an experience that is accessible, creative and fun, helping consumers enjoy the complete Monkey Shoulder cocktail experience – from mixing them up to drinking them down.
- Agency/Creative: Knockout
- Article Title: Knockout Helps Monkey Shoulder Mix It Up With Design for Upcoming Special Edition
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Global
- Project Deliverables: Packaging Design
- Format: Tube
- Substrate: Metal, Pulp Carton
- Industry: Food/Beverage
- Keywords: WBDS Agency Design Awards 2022/23
Founder & Creative Director: Dom Burke