Grad Ex
Monster Energy Reimagined is a project which explores a refreshed visual identity for the iconic energy drink brand through illustrative packaging, a new logo and new logotype. This project focuses on rethinking the product’s visual identity while still aligning within Monster Energy’s mission of “a relentless pursuit of victory, being your best being at the top of your game. It is the most badass energy drink on the planet. ” By combining unique hand drawn illustrations, typography and contemporary design, the project aims to showcase what the “most badass energy drink on the planet” could look like through my eyes.
Illustrations
This project showcases four different illustrations, with each one telling its own story and being completely different from the other ones alongside it. Each illustration was drawn by hand, and went through many stages until the final rendition was completed. My approach to these drawings was, there was no approach. I did not have an idea in mind before starting each piece, I simply began moving my hand. I start with the eyes in all my pieces, I believe that the eyes are always the most crucial part of my artworks, and really gives a direction for the piece. Each piece is meant to represent an embodiment of energy and chaos while remaining legible. Each illustration went through a lot of redesigns until i settled on the final versions
Logo and Logotype
The monster logo was something that I believed needed the biggest redesign. I felt like the current logo does not relate to any of the can designs or even names of the flavours. My goal with the new logo was to create a more structured look, that focused on showcasing the power of the brand. I chose to create a logo using the general silhouette of the original. Rather than showcasing claw marks in the form of the letter “M” . I chose to do three swords that connected to each other. I wanted to create a logo that would resemble a fantastical weapon that would have been used to slay these monsters. I chose to use bold straight lines, and sharp points to emphasize the new brand identity I was aiming to create. The logo type was also something that I chose to change. While I kept the original words “Monster Energy” , I changed the font entirely. Using a modified version of “Mason Serif OT” , I created a new logotype for the energy drink that tied into the thematic of monsters and fantasy.
Flavours
The new flavours that I chose to create I felt better communicated what the actual flavours are. The current “Ultra” line of flavours i believe do not effectively communicate the actual flavor. With names such as Ultra Violet, Ultra Red, Zero Ultra, I as a consumer had a hard time being able to tell. I personally had to try multiple flavours until I found ones that I liked. I also feel like there is not a current consistency to the names.
There are flavours such as Ultra Passion, which can be inferred as Passion fruit, but other flavors such as the ones mentioned above lack this clarity.
For this project, I created four concept flavours, which were Mixed Berry, Blueberry Yuzu, Dragon Fruit and Dark Cherry. I used the illustration on the cans to come up with the flavours, and also make an easier way to communicate to others which flavors were your favourite, rather than saying the colour of the cans which can repeat themselves.
Grad Ex Display
For my display, I wanted to mimic the kind of minifridge that companies would have in grocery stores, gas stations, as promotional content and a way of branding themselves. I printed out the logotype and the new monster logo that I had created, and I stuck them onto a fridge. Inside the fridge, I displayed the cans and the new boxes that I had designed. Alongside them, I showcased the diebox for the 4-pack as well as the diebox for the cans themselves.
