Red Bull origins goes all the way to Thailand where an Australian entrepreneur Dietrich Mateschitz came across a strange yet eccentric drink enjoyed by the locals. Fortunately, Materschitz had some connection with the drink manufacturer and encouraged a meeting concerning what the future holds for a local business.
Originally, the drink has existed since the 1970s when it was marketed for the local farmers, construction workers and trucker drivers in Thailand to beat the heat and boost energy.
Considered a populist drink for the working, it had formed a long association with the Muay Thai which gave it the initial popularity. In Thailand, the drink was known as Krating Daeng which translated into "red bull" in English.
The drink was a potent mix of sugar, caffeine, and terrain to overcome fatigue and get a dosage of energy. In Thailand it was already a success amongst the working-class consumer base.
In 1987, Mateschitz took it to another level and reintroduced the drink on a bigger level as a fizzy energy drink. In collaboration with the Chaleo Yoovidhya, a new version of Thai drink was launched. The new version has a slightly modified formula to suit the European taste.
With the formula modification, the local company also went through designing modifications for audience interaction and association.
The history of Red Bull Logo designing is very concise and short. For the fact that the logo already consists of the core elements required for the memorable and recognizable.
The drink in Thailand was known as a common beverage for Muay Thai Fighters. From 1976 till 1987, the energy drink was manufactured as Krating Daeng.
Originally, the drink logo concentrated on the most prominent cultural values. In the logo the classic Thailand sport of bullfighting was included which is one of the most popular events in the southern sides. The logo shows two bulls readingly about to fight, behind whom a bright yellow sun is rising. The sun was aligned just in the middle of the two bulls fighting.
Instantly, there were no major changes as the Thailand energy drink entered into the European market.
However, the name Krating Daeng was translated into English in the logo as well. The inscription was written in bold red color in a unique merch font instead of black. The sun color was changed into a slightly orange shade of sunset replacing the bright yellow color.
Later on, the only modification made in the logo was the color palette for the packaging. In the later years, the company chose the inscription in Futura SH-Dem Bol with slightly modified characters “R” and “B”. The new packaging color palette consisted of grey and bright blue which made the emblem pop out on every product and poster.
1 - In 2014 the company was sued with a 13$ million class law action on the basis of the slogan "Red Bull gives you wings'' the company was alleged to deceive the consumers by promising increased reaction speed and concentration. The brand advertising suggested that red bull is a better source of energy than caffeine. while in fact per serving red bull has the same or less amount of caffeine in comparison to one cup of coffee.
2 - While revamping the design, Matt Shultz and his entrusted friend Kastner were in despair with the creativity block. The successful bright blue and grey design of Red Bull was created by Kastner but was rejected by the focus group.
3 - In Thailand, the beverage came in a small medicinal brown glass bottle labeled with a bright colorful tag.
4 - Momkai, a digital creative agency has designed several local variations of the red bull logo for it's music studios. Red bull also provided unique recording spaces called red bull studios and the logos were used as a backdrop for public events.
5 - Red Bull owns four football teams and two F1 outfits which cause the company ha;f a billion dollars annually. The teams are based in New York, Leipzig, Salzburg and Campinas in Brazil.
6 - Red Bull is also quite famous for its extreme sports sponsorship. The company promotes an annual paper tournament called Red Bull Paper Wings.
7 - Red Bull Energy Drink is the child of the 40th wealthiest person on earth named Dietrich Mateschitz. Thanks to Red Bull Dietrich Mateschitz, the wealthiest man in Austria.
The first lesson we learn from the case study of red bull is how important marketing and logo is for a company's business. Before the Australian entrepreneur, the drink was an average beverage favoured by the locals. However, with the right marketing strategies, today red bull is globally the most famous energy drink with a market value of $20 billion. Secondly, even though the energy drink was meant to be introduced as a new concept in the international market, the company decided to stay connected with its origins.
The origin gave it an excellent association with energetic state among the workers. It made the same association as the alcohol has with relaxation and celebration and caffeine is associated.
Gary Roberts is a digital marketer. He loves to blog about digital marketing, designing, and business growth. A true lover of Coffee with chocolate cakes!