THE MONKEY KING Restaurant in NYC by Saint Urbain

THE MONKEY KING
THE MONKEY KING

Culture Is Meant To Be Shared

The Monkey King was created out of a desire to pay homage to family traditions & food memories of growing up as Asian Americans in NYC. As a contemporary New American restaurant, The Monkey King celebrates & brings Bengali and Chinese flavors to life, giving a nod to the past while looking into the future through a New York City lens. As part of the “third culture,” our goal is to evoke a sense of nostalgia for our guests, of having eaten something familiar but, at the same time – different.

The purpose of this endeavor is to be a platform that will challenge the notions of what it means to be an Asian American by proudly focusing on the “niche groups” that we care about – acting as a haven for all those that want to talk about the social, cultural & political issues deep in our hearts. It may range from anyone who shares our sentiments, people who understand the impact of food on society, or others who share our interest in doing something meaningful for the culture.

The Monkey King represents generations of families forced to conform to a rigid & arbitrary system in America. Through this project & our journey in understanding how society views us, we have finally started to resonate with the generations before us & the indirect responsibility we feel we now hold. It is not our intention to be the voice for our generation but to contribute to and amplify our generation’s voice.

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

THE MONKEY KING
THE MONKEY KING
THE MONKEY KING
THE MONKEY KING
THE MONKEY KING
THE MONKEY KING
THE MONKEY KING
THE MONKEY KING
Brief

The Monkey King is a Brooklyn, NY-based asian-inspired restaurant, that combines traditional recipes with farm-to-table ingredients. Focused on incredible food, guest experience, and sharing traditional culture with the community. Monkey King tells a story that connects with the hearts and the minds of its patrons.

Findings

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. We inspired ourselves deeply from this story and other traditional Chinese illustrations, while incorporating New York iconography.

The Monkey King Saint Urbain Menu

The Monkey King Saint Urbain Sauce

Fanta Re-Brand

Fanta Re-Brand by Bruton Stroube

We Care™ brand

We Care™ by Rio Creativo

Bread Shaped Business Card for San Fran Bakery Co

Bread Shaped Business Card for San Fran Bakery Co.

Verlan Clothing Brand

Verlan Clothing Brand by Davide Berardi

YouTube Kids

YouTube Kids by Hello Monday

Fanta: Paper Flavorland Campaign

Black Seed Bagels, NYC

Black Seed Bagels, NYC by Saint Urbain

Brand identity for 'LA Apparel'

LA Apparel by Looka

Brand Identity for Spathis - mini

Brand Identity for Spathis