MIDNIGHT COWBOY
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.
We were galvanized by the founders’ maverick attitude, creating a concept 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.
We crafted all elements of the brand equity, creating 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.
YEAR ONE SUCCESS
Without any advertising spend, Midnight Cowboy secured long-term listings in some of the biggest sports venues in the world, with Madison Square Garden reporting that it is the fastest-selling RTD cocktail they have ever had.
This is an amazing design story where risk truly is rewarded.
