A packaging redesign for a very popular energy drink brand.
This is a package redesign project for the energy drink brand Monster. I chose to create an actual mascot featuring the “monster” itself, in lieu of the “scratch mark” logo which I felt was ineffective at portraying the feeling of the brand.
I wanted the form/identity of this character to be mostly hidden, with only its limbs/appendages visible to create a sense of anonymity and spark interest. I designed it to be an undefined creature with its ultimate appearance being hidden, determined by each viewer's own imagination. My goal was to have it seemingly break a hole in the can, an idea I got from their existing slogan “unleash the beast!”.
I chose to abandon the neon green color of the original brand as well, replacing it with a more sinister shade of red. I felt that the green seemed almost anemic or radioactive, and the red hues made it feel like it was more of a devilish consumption.
Some preliminary sketches I did for the package design.
