Gunslinger

If the 99 cent for 16 ounces price tag wasn’t enough, this energy drink boasts some of the greatest web and graphic design of anything available at a corner convenience store.

Being an advocate of the all-night art session, as well as the energy-charged alcoholic beverage, I was initially drawn to Howling Monkey because of its cheap cost. But after examining the unique can design became enthralled with its aesthetic. The old-timey fonts and illustrations are reminiscent of “miracle cure elixirs” of the past. I can just imagine a sleazy salesman at a carnival standing on a soapbox selling a tonic that would cure all your aches and pains and give you the energy of a HOWLING MONKEY. He would then of course twirl his long black mustache and steal all your money, but can you blame him?

Their website, delivers this carnival aesthetic in full force by presenting an interactive flash scavenger hunt set in a carnival. The illustrations all have the look of paper cut-outs and the same bizarre, slightly creepy feel of the monkey’s portrait which graces the can.

The drink comes in two flavors: Cola and Elixir. I haven’t tried the cola, honestly because of my aversion to non-Coke cola flavors. The Elixir tastes similar to Red Bull, but more sour and bitter, and frankly not quite as tasty. But the hard-to-swallow flavor hardly matters because of the huge energy boost.

Caffeine-wise, the makers have said that it was “comparable to Red Bull,” but somehow I feel a much longer and more intense boost from the Monkey. It might have something to do with the immense amount and variety of herbal supplements and vitamins included in the drink.

All in all, energy drinks are one of the coolest ways to see a complete cross section in graphic design and branding. Anything from high octane lightning and neon, to rock stars and monsters, and now to carnival oddities can be used to develop a persona and aesthetic that we, the thirsty, tired consumer can adopt to quench our need for a quick, carbonated buzz.

BONUS FEATURE:

Here is my favorite way to drink Howling Monkey in what I call the “Egg Yolk” for both its appearance and the Rocky connotations.

2 pts Vodka

2 pts Howling Monkey

1 pt Orange Juice

Pour Vodka and Howling monkey in a Highball glass. Float some OJ on top and enjoy a drink that refreshes, yet knocks you on your ass.