Monster Oats

Monster Oats

Monster Health Food Co’s muesli range, redesigned by us in 2012, has been in market both here in Australia and throughout Asia for over two decades. Having such a strong brand presence in Asia led to a growing number of enquiries about oats, as the popularity of oats grows rapidly on the back of a health trend. A great opportunity for Monster, particularly given the uniqueness of their product being both grown and packed in Australia. This makes their brand highly desirable in many Asian countries where Australian imports are perceived as very high in quality and purity. It was imperative therefore that we not only leveraged off the existing Monster packaging, but made this range bold, dynamic and unashamedly Australian.

Monster’s large, vertical logo is an iconic distinctive feature of their packaging, and gave us license to drastically change the colour strategy of this new range without losing the link between the two ranges. We used bright, vibrant colours to differentiate between the three variants, and evolved the simple wheat silhouette from the Muesli range into a beautiful, full colour illustration of a quintessentially Australian oat field.

We created some nice visual differentiation between variants by injecting a sense of movement and fun into them to bring to life the idea of being quick to prepare. These images add even more dynamism to what is a unique and impactful range that screams genuine, contemporary and Australian.