Peace Tea

In 2008 I was originally approached by the agency Level Studios in Los Angeles to create the logo design and overall look and feel for a line of iced teas aimed at a 20s-30s demographic, initially male. The idea and challenge was to celebrate peaceful revolutions throughout history and cultures around the globe specific to their regions. These themes in turn would have to resonate with each flavor by color, and the imagery would tell the story about the revolution and/or locale. The agency pitched my designs to Mark Hall, president of Monster Energy at the time. Monster Energy was originally owned by Hansen's Natural Sodas and was exploring it as an additional non-energy line. Mark was happy with what I presented and we went on to do 11 flavors (thus far), along apparel, outdoor, social media and more - working with brand managers Steve Jugan & Ginger Conrad. The tea was and is still a huge success, gaining and even wider audience among females and an age group ranging from teenage to 50's. In 2015 Coca Cola bought Peace Tea from Monster and sells it worldwide.