Lovely Package

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Red Bull Cola

July 12, 2009 | 31 Comments


Designed by Design Friendship | Country: United Kingdom

“Project brief: To create and produce an engaging, interactive sampling tool.

Beautifully handmade, the show cases contain the 17 key/natural ingredients that make up the Red Bull Cola taste.”




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31 Responses to “Red Bull Cola”

  1. Joel Selby
    July 12th, 2009 @ 2:55 pm

    This is unbelievably cool!! So simple, and so effective. (I’ve been wanting to see the Red Bull Cola ingredients all laid out like that since I started drinking it…)

  2. Alice
    July 12th, 2009 @ 8:33 pm

    I love what they’re trying to do, but I have such a hard time reconciling the nude wood and gorgeous collection of ingredients with anything Red Bull-related. That can just doesn’t seem to belong in the middle of dried cloves, oranges, and…pine cones?

  3. Dan
    July 13th, 2009 @ 12:04 am

    I think that’s the point Alice. People don’t realise that the ingredients are natural, and they need to change that impression to drive sales.

  4. Chris Reinhard
    July 13th, 2009 @ 7:56 am

    Is there a specific reason they chose not to include a gram of cocaine?

  5. Neil Martin
    July 13th, 2009 @ 3:51 pm

    I would completely agree with Alice. This doesn’t go with Red Bull’s image. If Red Bull want a different image, I believe the first packaging they should redesign is the can itself.

    It’s a fantastic idea, but one that would be better suited to a different product.

  6. shorn
    July 13th, 2009 @ 4:42 pm


  7. Wagner Matos
    July 14th, 2009 @ 4:15 am

    I totally agree with Alice and subsequently Neil. Their cola can is too much associated with the original Red Bull, and I think they shouldn’t have done it. If they want to pass the image of “natural”, they need to start from scratch and develop the cola’s own brand.

  8. mattmcarthur
    July 14th, 2009 @ 5:13 am

    I agree with Alice as well – if the information about natural ingredients is so important, it should be echoed in the brand and packaging. Otherwise it’s just a bit of self indulgence to create this when the thing that everyone sees on the supermarket shelves shouts “toxic waste!”.

  9. Derek Kimball
    July 14th, 2009 @ 10:20 am

    First off, I find it funny that Red Bull is pretending to be healthy, because well…it’s not. Interesting approach to convince people otherwise though.

  10. Onedinkenedi
    July 15th, 2009 @ 12:33 am

    This pack would look much nicer including all of these but the Red Bull Cola.

    mattcarthur – toxic waste :)))

    I must agree.

  11. Tim
    July 15th, 2009 @ 12:59 am

    The can itself is an interesting design and targets it’s audience well. Just because it is made from natural ingredients, doesn’t mean it has to be marketed towards healthy conscious people.

    Because this particular promotional piece does focus on the natural ingredients, I think it works well. The juxtaposition makes you think twice, which is nice.

    @Derek, what makes RedBull Cola unhealthy? I was under the impression it was made from carbonated water and the 14 natural ingredients. Does it have other ‘secret’ ingredients as well?

  12. B
    July 15th, 2009 @ 8:58 am

    I didn’t know Redbull Cola contained pine cones.

  13. delio
    July 15th, 2009 @ 10:58 am

    The great thing with Red Buill is they seem to be able to get away with weird, non consistent branding. I mean, look that the juxtoposition between their print ads and their sponsorships and their horrible tv ads. nothing alike, yet they get away with it. Somehow.

  14. djm
    July 16th, 2009 @ 2:29 am

    I can’t wait until they release a parallel version of this packaging for the original Red Bull formulation. I imagine several compartments of a carbon fiber case filled with various white to off white powders and suspensions…

  15. Chris Gedrim
    July 16th, 2009 @ 7:10 am

    It’s a gorgeous presentation, it’s just a shame that Red Bull Cola tastes like some form of drain cleaner.

    The lovely Red-Bull girls came to our office (Birmingham UK) and provided us with a whole fridge full of free cans. Out of the 40 or so programmers we have here exactly 0 of them liked it enough to want to have a second free sample!

    July 16th, 2009 @ 8:39 am

    That’s Just a Brilliant Edition!

  17. steve
    July 16th, 2009 @ 12:35 pm

    I dont know about you, but this turned me off of red-bull and red bull cola as well (WTF?? rotten oranges??) still, for some reason, I feel like sucking on a pine cone….go figure :(

  18. Jackie
    July 16th, 2009 @ 1:09 pm

    Gee…I can finally answer Euell Gibbons. “Ever eat a pine tree?”…..”No, but I did drink a pine cone. “

    July 16th, 2009 @ 2:08 pm

    Above the cloves, I swear thats sliced roast chicken?

  20. Logan
    July 17th, 2009 @ 1:28 pm

    The case is beautiful, but it doesn’t help me understand what makes Red Bull Cola taste like garbage. lol

  21. Baggy
    July 20th, 2009 @ 9:09 am

    Nice try at trying to get across the fact that it’s made from natural ingredients, but still wouldn’t make me buy it.

    Unfortunately, RedBull has become the ‘Chavs’ drink of choice to help them get over last night’s booze binge, and to give them a quick buzz / fix until tonight’s binge.

    It’s a shame, as it’s a strong brand which has obviously spent a lot of money to get where it is.

  22. Jason Costello
    July 20th, 2009 @ 5:37 pm

    This package is interesting.

    You guys are all haters. Red Bull cola is amazingly delicious. It isn’t an energy drink. It doesn’t have high-fructose corn syrup. It isn’t 24 fl ounces. It’s an great alternative to liquid garbage like mountain dew. I’m going to walk to the corner store and slurp one down after this post.

    also, ftr, I don’t think they ever implied that Red Bull Cola was healthy but in reality it is less likely to put you in a diabetic coma. In rebuttal to my own praises for RB Cola, it is no contender against the almighty glass-bottled mexicoke.

  23. josh
    August 13th, 2009 @ 8:12 am

    We designed the box.

  24. Emily Zach
    August 24th, 2009 @ 12:38 pm

    I do have to say that is total bullshit.
    That may look like red bull is the most unhealthy, haha, sir try again, you have failed. What about that diet coke shit that everyone drinks? Whats in there sir?

  25. Chris
    September 16th, 2009 @ 11:02 am

    I dont think they are claiming to be healthy, just natural. Just because something is natural doesnt make it healthy……..just natural. People just assume this and it is everything but right. Empower yourself people and quit looking like a dummy. Read, think, learn. And btw, I agree about diet coke, it should be banned beyond reasonable doubt.

  26. Adam
    November 7th, 2009 @ 9:35 pm


    Ha! It’s more likely galangal root.

  27. David
    November 19th, 2009 @ 9:06 pm

    wait! Crab claws? is that what those are?
    Crab Claws are good for you?
    Like going to a movie and how about some popcorn no Ill just have this bucket of crab claws but boy I wish I could drink them too?
    I think I will have the pinecones now, thank yu

  28. jordan
    April 16th, 2010 @ 5:16 pm

    You see the Coca leaves in the corner haha. Red Bull Cola is the Best

  29. Colton
    March 19th, 2011 @ 2:25 pm

    Red bull cola has only 0.13 micrograms of cocaine not one gram there is a large difference Chris R.

  30. marko
    April 24th, 2011 @ 6:38 pm

    beautiful packaging, very original and very creative ..

  31. todd
    February 13th, 2013 @ 7:08 am

    red bull cola is awful.i was at a baseball game and teen hotties couldnt give the stuff away

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