Energy drink packaging plays a key role in buyer consideration. The right design doesn’t take more than a few seconds to grab consumers' attention, compelling them to open the door, reach for your product, and ultimately make a purchase.

With new-age brands vying for consumer attention with uniquely shaped cans and cool packaging designs, two brands have stood the test of time and secured top spots on convenience store shelves (and in consumers' minds). These are Red Bull and Monster Energy. Let’s take a closer look at how both brands approach their packaging design and what makes their designs click.

Red Bull

Let's be honest, Red Bull pretty much wrote the rulebook for energy drink packaging. The iconic slim can and the bold blue and silver are a masterclass in simplicity. Red Bull packaging is minimal yet classic, elegant, and undeniably cool.

Red Bull's packaging highlights its superior positioning. The play of red and silver colors with the iconic charging bulls logo is a true testament to the power of good design.  

Here’s what makes Red Bull packaging click:

• Colors: The signature silver and blue color scheme exudes premium and modern, keeping in line with the brand’s identity. The pops of red add just enough vibrancy to catch the eye without overwhelming.

• Typography: Clean, sans-serif fonts dominate Red Bull’s cans. They’re straightforward and easy to read, reinforcing the brand’s no-nonsense, professional vibe.

• Shape: The slim can is easy to grip and fits comfortably in the hand, making it perfect for on-the-go consumption.

• Logo: The iconic charging bulls facing each other within a golden sun instantly convey energy and power. It’s bold, memorable, and immediately recognizable.

Monster Energy

In 2002, Monster Energy burst onto the scene with an edgier design and logo. The brand takes a completely different route, embracing a darker, more rebellious aesthetic.  

Monster's packaging is all about impact. That black can with the neon green claw marks screams power and energy. It's loud, in-your-face, and perfectly reflects the brand's target audience: young, rebellious, and adrenaline junkies.

Here’s what makes Monster Energy packaging work:

• Colors: Black dominates the can, giving it a bold and edgy look. The neon green accents on the logo and text make it pop, while variations like red or blue in different flavors add variety without losing the brand identity.

• Typography: The bold, claw-like lettering in the Monster logo adds to the edgy aesthetic.

• Shape: The larger can size conveys a sense of power and value, appealing to a younger, more aggressive audience.

• Style: The can designs are larger, giving off an impression of abundance and value. It’s a drink for those who want to go big or go home.

Packaging materials

More than 90% of energy drink packaging is made using aluminum cans, valued for their durability, light weight, and recyclability. Both Red Bull and Monster Energy rely heavily on this material. According to Monster’s 2022 sustainability report, aluminum makes up 97.8% of its packaging portfolio, while Red Bull emphasizes the eco-friendly benefits of its “forever recyclable” cans.

Red Bull’s sleek 8.4 oz cans are all about being easy to grab and go, while Monster’s bigger 16 oz cans come with resealable tabs, making them perfect for multiple refills. The size difference isn’t just about looks—it also shapes how people see each brand. Monster’s larger cans offer more value and convey boldness, while Red Bull’s compact design is associated with convenience and style.

Target audience and branding

Red Bull targets young professionals, athletes, and students with its clean, premium branding and the iconic slogan "Red Bull gives you wiiings." The blue-and-silver can design suggests confidence, energy, and sophistication. Its marketing campaigns often focus on performance and creativity, making Red Bull synonymous with lifestyle enhancement.

Monster Energy appeals primarily to younger, predominantly male audiences. The brand’s bold black cans with neon-green claw marks scream aggression and adrenaline. This design resonates with extreme sports enthusiasts, rock musicians, gamers, and those drawn to alternative lifestyles. Monster’s marketing thrives on creating a sense of danger and excitement, reinforced by its “Unleash the Beast” tagline.

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Product varieties and shelf presence

Red Bull keeps its product line focused with 16 flavors, emphasizing sugar-free and low-calorie options. Its streamlined offerings and consistent branding make it easily recognizable on store shelves.  

Monster, however, boasts an extensive range of 34 flavors, including Java Monster (coffee-based), Juice Monster (fruit blends), and Rehab Monster (tea-based). This variety enhances its shelf presence and caters to a wider array of consumer preferences.

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Differentiation through design

Red Bull

Red Bull’s sleek can design is deliberate. The slim shape aligns with its “premium” branding, standing out on crowded shelves. Austrian businessman Dietrich Mateschitz chose the blue-and-silver aesthetic to convey mystery, confidence, and exclusivity, contrasting with traditional beverage cans. This packaging innovation became a benchmark, inspiring competitors to rethink their designs.  

We asked our visual designer at Artwork Flow, Pragati Swaraj, about her thoughts on the packaging design of both brands. Here's what she says: "When it comes to the label design, Red Bull’s packaging is minimalistic and sleek and prioritizes functionality and legibility, while Monster’s packaging is more edgy, aggressive, and reflects a bold, in-your-face attitude with its distinctive use of color, logo, and typography."

In contrast to its Thai predecessor, Krating Daeng, which was marketed to blue-collar workers, Red Bull's design aimed at a more upscale market. The slim, compact can hinted that the drink was strong and should be consumed in smaller amounts. It also stood out visually from regular beverage cans, reinforcing its premium image.

Red Bull's premium pricing matched its sophisticated packaging design, further solidifying its reputation as a high-end product. The brand’s consistent use of the distinctive blue-silver cans helped make Red Bull synonymous with energy drinks around the world.

Monster Energy

Monster Energy’s larger cans feature vivid neon-green claw marks against a black background. Designed by McLean Design, this audacious look aligns with the brand’s target audience: adrenaline-seeking men aged 18 to 30.  

What really makes the Monster logo stand out is the unique lettering. The font is totally one-of-a-kind, with twisted, claw-like strokes that give it a bold and edgy feel. This handwritten style matches the "M" symbol to the left of the name, making it instantly recognizable.

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The design ties perfectly with the brand’s name and vibe. Over time, the font itself has become so iconic that even without the logo, customers can easily spot a Monster product on the shelf. The buzz around Monster's logo became a form of viral marketing long before social media even existed.

“What stands out to me about Monster packaging is its use of a single, consistent background color, which allows the logo to take center stage. This design choice makes the brand easier to spot on shelves crowded with other drinks, drawing customers' attention and encouraging quick selection.”, says Pragati, Visual Designer at Artwork Flow.

With its one-of-a-kind design and attention to detail, it's easy to see why the logo hasn't needed an update in the last 20 years. It’s one of those elements that makes Monster’s packaging truly stand out from competitors like Red Bull.

Final thoughts: Who does it better?

When it comes to packaging, Red Bull and Monster Energy excel in their own unique ways.

• Target audience: Red Bull appeals to professionals and athletes with its clean, corporate vibe. Monster Energy, on the other hand, targets a younger, edgier crowd with its raw and aggressive packaging.

• Shelf impact: Red Bull’s minimalist design makes it stand out in a cluttered energy drink aisle, while Monster’s bold colors and logo grab attention instantly.

• Brand message: Red Bull’s design speaks of performance and focus. Monster’s packaging screams adventure, rebellion, and fun.

What’s Your Pick?

Whether you’re drawn to Red Bull’s polished simplicity or Monster’s bold energy, both brands nail their packaging game. They understand their audiences and use design to tell a compelling story.

So, the next time you’re reaching for an energy drink, take a moment to appreciate the thought and strategy behind those eye-catching cans.

And if you're looking to make the packaging process easier, Artwork Flow has got you covered. It handles all the tricky regulatory stuff, so you can focus on creating designs that really pop and catch buyers' attention. Want to see how it works? Book a demo and let our experts show you how Artwork Flow can simplify packaging workflows and compliance with ease.

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