While Creative Director of a Los Angeles based agency, LEVEL, I led a team of designers to explore new packaging design concepts for a new Monster Energy product called Nitrous. The project was just too sexy to not roll up my sleeves and do some designs myself. At that point, Monster had only explored colored M Claw logos on a dark background. For my direction, I had a black M Claw coming out of a radical colored texture.

Monster loved the design so much, I ended up joining their team as VP of Creative and Digital, and the design made its way to the new Rehab line which ultimately replaced Nitrous. The Rehab line went on to become super successful. While at Monster, I helped design several new product lines and new packaging design directions, leading the internal team to expand the visual language—including textures on the cans—to help differentiate the brand further from competition.