TWICE THE SIZE PLUS TWICE THE ATTITUDE
Hansen Beverage was looking to gain traction in the fast growing energy drink category just emerging in the U.S. in late 2001. To compete against category leader Red Bull, Hansen’s new “double size” brand would need to have the widest appeal, from high school student to construction worker, office drone to health nut. Plus, mixed energy drinks were a growing trend so the late night hipster needed to be considered, too. The story you won’t hear elsewhere is that “Monster” was only a section title on a brand name sheet, and not an actual recommendation. Fortunately, that didn’t stop us from building a world-class brand. Design Credit: Ray Tuazon