Discovering what the new identity for Monster Energy wasn't an easy task. With the Monster Energy brand having the signature claw like scratch mark as a part of its main identity, this is something I wanted to maintain. During the development of this project I looked mostly at Punk and Grunge movements that I feel it was inspired by. This started with creating an even more grungy aesthetic which even though I was liking the direction from my own personal taste, I felt that it was sticking to the current audience, limiting it's reach to the new audience. Looking in ways for the aesthetic to be more inclusive, I believed that a neon aesthetic was the right direction to go. I found it bold, simple and also connecting quite well with a younger audience as well as linking to current punk trends.

In introducing the new identity of Monster Energy, I wanted the product reveal to incorporate the new and the familiar. The tone that I wanted to create was something mysterious and ominous but also with a feeling of chaos. I wanted to give the feeling that the reveal itself is like revealing the monster in the dark, slowing unfolding but also being hidden within the constant static. With this also being a reveal for the product itself, it is also an introduction to the new tagline of the brand; Become The New Breed. The original tagline being Unleash The Beast I felt this connected mainly with the male audience, restricting the link to the wider audience. This new tagline I based on the concept of evolution as well as keeping the theme of being an outcast.

The changes of the packaging of Monster Energy is seen more in it's change in print design rather than changes to it's physical display. I wanted to keep what was familiar in how the product was used and seen, keeping the 500ml/16oz can. This particular can design has been a staple for the brand, being chosen to have greater volume of liquid compared to it's competitors. I felt that making changes to box packaging was also not that necessary in terms of presentation and physical design, however changes of its print was changed to fit the redesign of the brand.

With the incorporation of merchandise, I focused on simplicity and identity. I felt that the logo design is a recognisable feature, and for those to represent the brand, the logo is all you need to be identified. I did feel however for shirt concepts that you could just use the logo, but I also wanted to include themes of the tagline as well to not just represent the brand identity but also the identity of the person wearing the shirt, almost like a connected bond.

Light, Dark and Neon are concepts that I want to focus the most on this Brand Campaign. Within this campaign I want an emphasis on the consumer rather than the product itself, conveying the "transformation" of an individual when they consume Monster Energy, Becoming The New Breed. The social media aspect of the campaign was more to convey evolution of the identity more than anything.

The Heart Of Cities Advertisement

Collaborating with Design Studio 1 student Anne-Kristin Breit, I created a 2 page advertisement for her magazine The Heart Of Cities, focusing on the topic of urban issues and positive change within urban living.

Rap Around Poster

Rap Around is a documentary directed by film students Samuel Maynard-Brewer and Daniel Ward. To support these students and the rest of the team behind the production, I created a film poster.