When Monster Energy asked me to design a new beverage line called "Peace Tea" they wanted to do something different - something no one had tried. I recall being in Mark Hall's office, the President of Monster, and him showing me a ton of designs that had been tried by various agencies he had hired. All of the designs looked like beverages you've seen on the shelf before. They were beautiful, polished—and boring.

After a short discussion—telling him I was NOT a packaging designer—he laughed and said "You're hired!" And so, I set out thinking about the design challenge. I wanted something real, raw, and heartfelt. As it turned out, an artist had recently sent me his portfolio. His woodcut art was the perfect look. So I drew out a handmade, wood cut looking logo and designed a montage that told a story of a time and place, and then asked him to illustrate it in his style. I even embedded easter eggs in the design - from my Corgi Waffle to my tennis coach Martine!