McLean Design, Inc.
Hansen Beverage Company
When the energy drink category began to rage, Hansen Beverages enlisted McLean Design to take on the dominant Red Bull brand. McLean conceptualized, positioned, named, and designed Monster Energy as an iconic counter-culture personality, defined by the consumer’s most aggressive self-image. Monster immediately achieved #2 in the category and within the decade has become a billion-dollar brand.
branding, Flavor Extensions, Packaging design, Strategy