Objective:

Create a new sub-brand category within Monster that expresses light, refreshing, and hydrating energy. It will become a cross-over between water, isotonic, and energy.

Solution:

After many rounds of testing different flavors, the innovation team created Monster Hydro. Hydro is a refreshing approachable hydrating energy drink. The Hydro brand utilizes a clear label to showcase the liquid flavor color system. The initial launch was in a unique packaging bottle that mimics an aluminum can but in a clear bottle. The iconic "M" claw changed into a 3D chiseled effect to express movement & endurance. Then transition into resealable bottles that introduced icons on the label designed to emphasize the core benefits of Hydro. The next phase was to create a similar product to fit the UK market with the "Glucose Power" version.