Brand Identity Redesign for Monkeyglasses

Monkeyglasses is a Danish sustainable eyewear brand crafting frames from recycled and biodegradable materials, driven by a zero-waste philosophy and social impact. After nearly a decade of international B2B success, the brand seized its 10-year anniversary to enter the B2C market—sparking a fresh, more direct brand identity.

They lacked a clear identity and positioning. The goal was to define who the brand is, what it stands for, and who it speaks to.

Monkeyglasses wanted to be perceived as The cool kid on the block: culturally aware, style-forward, and environmentally responsible by choice rather than obligation.

The first decision was to simplify rather than reinvent. The logo was refined with cleaner proportions and spacing, making it easier to recognise and use across different formats. A vibrant color palette was selected to strengthen brand recognition and reinforce the “monkey world” concept, adding character without being overwhelming.

Monkeyglasses entered the B2C space with a clearer, more confident visual presence. The updated identity worked consistently across platforms and gave the brand a stronger, more approachable voice. The Courage collection had a distinct look that supported the launch and made the brand easier to recognise and remember.