Take people where  they've never been Does your brand express the dreams  within you?
Monte-Carlo Société des Bains de Mer, in charge of Monaco’s hotels, ran a competition to revive the principality’s institution and iconic 60s social venue, Maona Monte-Carlo. The winning branding agency was Be Dandy.
Société des Bains de Mer de Monte-Carlo
The agency was commissioned to reboot the branding for the Maona Monte-Carlo restaurant, its Bar Sauvage cocktail bar and private Tam Tam room. It is scheduled to open in July 2023. The project saw the agency dive into art and design archives from the period to create a universe capturing the venue’s heyday: the 1960s. The Monaco Grand Prix, photos of high society parties, the principality’s culture and architecture paved the way for the creative work.
Maona Monte-Carlo’s visual identity (the name pays tribute to two of its VIP regulars: (Ma)ria Callas and Aristotle (Ona)ssis) is brought to life by a typography logo, with groovy letters influenced by psychedelic posters and the hippie movement’s aesthetic. The statement flowery font oozes funky flair and captures the venue’s exclusive party atmosphere.
The agency designed a colourful wavy pattern to tie into a recurrent interior design theme and the sea’s movement, to go with the logo and add the finishing touch to the branding. Everything glows with warm and bright statement colours: orange, pink and purple, epitomising the venue’s vibrant aura. The new branding appears on a range of media such as the menu, textiles, print and social media: “the legend lives on”!