- C L I E N T -
Monster Energy
LIVE+ Energy
- P R O J E C T -
Naming, Brand Identity, Packaging
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The Project
Monster Energy approached Hota with a unique challenge: to create a bold, standalone brand exclusively for the extreme sports community in New Zealand. The brief was to name, design, and package a new line of energy drinks tailored for athletes, adventurers, and adrenaline seekers.
The Brand Identity
We developed LIVE+, a name that captures a mindset—active, relentless, and always in motion. The "+" stands for more than just energy; it signals momentum, challenge, and elevation.
Brand Elements &
Merch
Each of the four flavors was branded around a verb—Ascend, Ignite, Persist, and Launch—giving the range an attitude and a sense of purpose. Visual identity leaned into kinetic movement and terrain-inspired graphics, using bold gradients and silhouette illustrations to reflect action sports like rock climbing, motocross, mountain biking, and snowboarding.
From product packaging to custom gear, vehicle wraps, and even helicopter branding, LIVE+ was built as a fully immersive world—an energy drink that doesn’t just fuel the ride, but lives the ride.