Annie Atkins: I now understand what makes MONKEY 47 special

Annie Atkins was MONKEY 47’s “dream choice” to collaborate with on its brand refresh. Besides admitting that she likes a good gin (and so was aware of MONKEY 47’s craftsmanship and obsessive attention to detail), Annie immersed herself in the project through an adventure to the Black Forest. Her visit to the distillery “was a turning point”, inspiring a fantastically “wunderbar” design that stays true to the brand’s timeless foundations and eccentricity.

“Since its launch almost 15 years ago, MONKEY 47’s masterful craftsmanship and eccentric personality have gained the attention of bartenders and gin lovers across the world. Always looking to surprise, it relentlessly creates and explores non-conformist ways to bring the brand to life,” says Murielle Dessenis, Global VP Marketing Gins at The Absolut Group. “Partnering with the very talented Annie Atkins was a true honour and pleasure, allowing us to translate this authentic connection to eccentricity into a refreshed Brand World. We think it’s most certainly wunderbar!”

Annie, who was born and raised in Dolwyddelan, Northern Wales, gained widespread recognition for her graphic design contributions to Wes Anderson’s “The Grand Budapest Hotel”, which won the Academy Award for Best Production Design in 2014. 

We recently asked Annie to give us some insight behind her MONKEY 47 Brand World design, and this is what she told us.

How did you approach the brief for the brand refresh?

I love a good gin, so I was already familiar with MONKEY 47 as a brand that values craftsmanship and obsessive attention to detail – qualities I really admire. I wanted to create something that felt authentic to MONKEY 47’s world, not just visually but also in spirit. The brand has a rich, layered story, so the challenge was to design something that reflected that complexity while remaining cohesive. Research is a huge part of my process. I deep-dived into MONKEY 47’s history, the botanicals they use, the Black Forest region, and even the personalities behind the brand. I also studied traditional printmaking and ornamental design to find the right balance between heritage and modernity. I think strong design is always rooted in understanding – it’s not just about aesthetics, but about storytelling.

How important is getting close to your subject?

It’s essential. You can’t fully capture the essence of something unless you’ve immersed yourself in it. I think that’s why visiting the distillery was such a turning point – it gave me a visceral understanding of what makes MONKEY 47 special. Design should evoke a feeling, and to do that authentically, you have to experience the world you’re creating.The Black Forest itself is almost mythical – it’s dense, mysterious and full of folklore. Visiting the distillery felt like stepping into a secret world. The passion and precision that go into the gin-making process were inspiring, and I wanted to capture that sense of discovery and craftsmanship in the wallpaper design.