About 40 years ago, Red Bull was a popular Thai drink called Krating Daeng. Loved by the worker for its energetic properties, it was the drink of choice for anyone looking for an extra boost to get through a long shift. With its exhilarating blend of the holy trinity of taurine, caffeine, and sugar (not to mention the street credit given to it by its long-standing association with Thai kick boxers), it soon acquired even broader appeal, with everyone from students to teachers. . From office workers to farmers going crazy over the little medicinal tonic. In the mid-1980s, Austrian businessman Dietrich Mateschitz stumbled upon the drink. It is said that he was suffering from a particularly severe case of jet failure while on a business trip to Thailand. A few sips of the caffeinated drink and bingo – jet lag is gone. Eager to bring his new discovery to the national stage, he tweaked some of his ingredients, partnered with its manufacturer, Chaleo Yoovidhya, put a shiny new label on his bottle, and marketed it to the world as Red Bull. And the world liked it. In fact, I liked it so much that it soon took most of all the energy drinks sold. Fast forward to this day, and her appeal hasn’t diminished one iota with age. Every year, we consume 7.5 billion cans of that material. It may not really give you wings, but it certainly gives you energy … and with the 24/7 lifestyle most of us lead today, who’s going to say no to that? Behind the success of the drink lies a strong brand image. The blue and silver cans are unmistakable, while the iconic red and gold fighting bulls stamped on its forehead have become as integral a part of the brand image as the caffeine content in the drink. But where did the image come from? Who thought a pair of head-butting bulls was a good logo choice for an energy drink?
As anyone who has ever wondered about the beverage section of a grocery store will know, the Red Bull emblem is hard to miss. With two red bulls crashing their heads in front of a golden spot (which some have suggested is the sun), it’s big. Eye-catching logo that is instantly recognizable. However, it is not the same in each and every case. Until very recently, Red Bull sponsored a number of music studios around the world under the name Red Bull Music Academy. Equipped with state-of-the-art equipment, the studios were designed as a breeding ground for creativity and musical endeavor. They also demonstrated the inspiration behind some subtle alterations to the Red Bull logo. Digital creative agency Momkai was the brain behind the project and decided to use local themes to create several different versions of the Red Bull logo. The emblems, which typically featured some slight adjustments to the red and gold color palette, were later used as part of the backdrop for interviews and lectures with academy students and visiting musicians. The studios, which had spread across London, New York, Los Angeles, Berlin, Amsterdam, Paris, Tokyo, Auckland, Cape Town, Sao Paulo and Tokyo, closed in the summer of 2020, ending logo changes by now. .
But why Bulls?
Logos depicting animals may not be unusual (after all, Puma and Jaguar have been trading their namesake animals for years) but there can’t be too many brands that have chosen a bull as their spirit animal (although, honestly, we don’t I have actually counted). So why did Red Bull decide to go the bovine route? To be fair, the clue is in the name. Putting a cat on a product with a name like Red Bull would be begging – doing the same with a bull isn’t exactly a mystery. But there is more to those bulls than just a happy coincidence of a name.
As famouslogos.us points out, the two bulls charging head-on towards each other on the front of each can are meant to represent speed, power, risk taking and aggressiveness – all of which, in fact, one could say it represents. the drink itself. the drinker (except for aggressiveness, hopefully). Bulls are strong, powerful, very rarely prone to a midday nap…. What better animal, then, to represent a drink that has to do with energy? And what better complement to those mighty bulls than a color combination that includes blue and silver for intellect and red and gold for excitement?
Red Bull may be a global mega brand now, but not long ago …