Agency:
One Method

Agency:
Community

Year:
2016

Year:
2016

Role:
Lead Designer

Role:
Design / Art Direction

Monarch & Misfits

Monarch & Misfits

A contemporary brand identity that reflects the different personality of all three partners

A coffee brand that highlights the coffee’s social and environmental impact.

A contemporary brand identity that reflects the different personality of all three partners

The Ask

With four brands under the umbrella  — La Carnita, Sweet Jesus, Home of the Brave and Good Fortune, Monarch & Misfits is a small collection of individuals who decided to stop the endless search for the right restaurant and just create them instead.  The branding should communicate the different personality of all 3 partners.

Goal

Create a brand that will break through and give consumers a reason to choose this coffee over the many other premium coffee options through a beautiful, premium brand that Cuban farmers will get behind and believe will be commercially successful in North America.

Solution

With a simple typographical treatment, the logo reflects the personality of the partners: Amin Todai, Andrew Richmond (the Misfits) and Jeff Young (the Monarch).  The O, which comes from Monarch is split to create a crown while the M from Misfits is combined with the opposition symbol (X). 

Result

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Creative Direction: 
Amim Todai 

explainer
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monarch-top
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monarch_bc

© Murilo Maciel / 2019

Representation

 

US / CA / UK
Shannon Associates