Global Design Studio, Mucho was invited to generate a new brand identity that could retain the tradition and elegance of cocktail making, whilst reflecting the new method. “MidNight drinks is proposing a unique idea for cocktail consumption. Using a simple system involving a backing box with cocktail mixes and a box shaker, their intention is to revolutionize the way people create cocktails both in bars and at home. The cocktail mixes maintain the essence of classic cocktails but this new method results in surprisingly excellent quality cocktails.”

“Based on the geometric reinterpretation of the ‘M’ and the ‘N’ in Mid Night, Mucho created a system of triangles that when mixed with classic engravings of fruits generate a kaleidoscopic visual language.”