Client: Monster Brewing / Just Vibe Beverage
Role: Lead Designer
Services: New Product Development, Brand Identity Design, Packaging Design
Agency: Monster Brewing Co.
Industry: Beverage
Market: North America
REAL JUICE. REAL VODKA.
What started as a concept inspired by the vintage photographs my grandparents took when they emigrated to the US, evolved into a love letter to different US landscapes. I started entirely with the illustrations as part of an in-house innovation exploration period, pitched the concept for the original two cans (Lemon Lime and Pineapple) with the two seater aircraft and the riverboat, and the innovations team developed Just Vibe from there. It ended up being a 4 can family, sold in an 8 pack variety pack. It was a unique move for Monster Brewing, which previously focused on FMB product development, to lean into real vodka.
BEAUTY IN IMPERFECTION
I wanted to develop very loose, inky illustrations to capture the nostalgia of the brand and in its nod to a bygone era be the anti-AI - full of imperfection allowing for natural line movement and energy. The illustrations were then anchored in a clear design system that was applied across the line with the storytelling component deepened with a nod to the US postal system in stamp-stylized boxes to contain the marketing language on the back and the flavor profile on the front.
