Annie Atkins – Brand work for Monkey 47 gin
Monkey business
As a (thoroughly responsible) gin drinker, Annie was delighted to be invited to work with Monkey 47 gin on their brand. Monkey 47 is made in the traditional way in Germany’s Black Forest, handcrafted, using 47 different botanicals, mixed with regional spring water. You can see the wallpaper she created, in collaboration with illustrator Johnathan McGonnell, as part of Monkey 47’s brand world here.
And in the following interview, Annie talks about how she set about tackling the brief, being thorough in her research, and taking inspiration from M. C. Escher and William Morris.
How familiar were you with Monkey 47, and how did you approach the brief?
I love a good gin, so I was already familiar with Monkey 47 as a brand that values craftsmanship and an obsessive attention to detail—qualities I really admire. When approaching the brief, 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.
How much research is involved before you start designing?
A lot! Research is a huge part of my process. I dove deep 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.
You said that visiting the distillery in the Black Forest was an adventure in itself. Can you describe why and how?
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.
How important is getting close to your subject for your designs?
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 for.
Why did you seek inspiration from William Morris and M.C. Escher? What is it about their work that you thought could help with the wallpaper design?
William Morris was a master of intricate, nature-inspired patterns that feel both organic and structured—his work has a timeless quality. M.C. Escher, on the other hand, was all about illusion, repetition, and playfulness, which felt like a great way to nod to the brand’s quirky, unconventional side. Combining those influences allowed us to create a design that feels rich, immersive, and slightly surreal—just like Monkey 47 itself.
You started at McCann Erickson. Did your advertising agency background help with this brief, and if so, how?
Absolutely. Working in advertising teaches you how to distil complex ideas into compelling visuals. It also trains you to think about design in a strategic way—not just how something looks, but how it communicates and connects with an audience.
How does your experience and expertise in designing detailed film props translate to a piece of work like the Monkey 47 Brand World?
Designing for film means creating objects that feel real and lived-in, even if they’re entirely fictional. It’s about crafting details that add depth and authenticity to a world. That approach translated directly into the Monkey 47 Brand World—I wanted the wallpaper to feel like an organic extension of the brand, as if it had always existed within its universe. The level of detail and storytelling in the design comes from that same filmic mindset: every element has meaning and contributes to the bigger picture.