Have you ever felt like you don't belong to a particular place? Sometimes that happens because you're from a completely different culture or country or just because you don't vibe with others' vibes. Sooner or later, we all feel this way at a certain point in our lives. And it's good to keep true to our origins with an open mind, grateful to accept new challenges. Today, we're visiting the big apple to showcase The Monkey King's brand identity by Saint-Urbain featuring something we mentioned above. 

This new NYC-based Cantonese restaurant combines traditional recipes with farm-to-table ingredients. It focuses on incredible food, guest experience, and sharing traditional culture with the community. But more than a restaurant, Monkey Kings tells a story that connects with the hearts and minds of its patrons. Featuring a freshly gorgeous color palette and a modern font, Saint-Urbain came up with a brand new adaptation for the brand's oriental background. The Monkey King is a legendary figure best known as one of the main characters in the 16th-century Chinese novel journey to the west. Most importantly for the brand, he represents being accepted, despite doing things differently and against the flow. And here's when we matched with them, we felt it's a recurrent experience in everyone's life. And we should praise that being different doesn't have to be or feel weird. 

Above all, we're amazed by The Monkey King's beautiful visual identity, which stays true to its background. However, it slightly readapts to fit a new its new context and vibes high. 

Additional credits Creative Director: Alex Ostroff Creative Team: Véronique Lafortune, Agathe Morin, Florence Boudier and Charlaine Ly Photography: Vincent Castonguay