Happy Munkey: A Rebrand for a Lifestyle Movement

As cannabis legalization approached in New York, Happy Munkey partnered with MNML Chicago to evolve its identity. The rebrand was developed in collaboration with MNML and brought together design and strategy to support the brand’s expansion into retail, online sales, and cannabis education.

The updated visual identity features an “HM” monogram inspired by NYC sports heritage and a reimagined monkey mascot in both 2D and 3D. Bold typography, paired with expressive street-style lettering, captures the balance of grassroots energy and professional growth, positioning Happy Munkey for its next chapter in cannabis culture.