A Classic Tale

In 1979, laser fusion engineer Noel Lee realized that cables were an overlooked component in the sound chain. He began work on an idea that would change the pro audio industry forever. His innovation led to the creation of the first application specific instrument cable line for musicians. Noel collaborated with top artist, producers, and engineers on his way to becoming the leading manufacturer of premium pro audio cables.

PROBLEM: After a long period of inactivity, the category had lost its position as a leading seller in the market. Loyal customers were moving over to more competitive brands with wider selections. A new generation of musicians were on the scene unaware of Monster’s legacy.

SOLUTION: The Monster Classic cable line was built as a tribute to 35 years of innovation and as an opportunity to re-tell the company’s origin story. The extensive library of vintage assets were redesigned into a historic timeline that served as a backdrop for the campaign. The original company graphics and color pallets were crafted into an authentic vintage modern style.

ROLE: Art Director, Brand Manager, Product Manager, Product Photographer

A Classic Tale

In 1979, laser fusion engineer Noel Lee realized that cables were an overlooked component in the sound chain. He began work on an idea that would change the pro audio industry forever. His innovation led to the creation of the first application specific instrument cable line for musicians. Noel collaborated with top artist, producers, and engineers on his way to becoming the leading manufacturer of premium pro audio cables.

PROBLEM: After a long period of inactivity, the category had lost its position as a leading seller in the market. Loyal customers were moving over to more competitive brands with wider selections. A new generation of musicians were on the scene unaware of Monster’s legacy.

SOLUTION: The Monster Classic cable line was built as a tribute to 35 years of innovation and as an opportunity to re-tell the company’s origin story. The extensive library of vintage assets were redesigned into a historic timeline that served as a backdrop for the campaign. The original company graphics and color pallets were crafted into an authentic vintage modern style.

ROLE: Art Director, Brand Manager, Product Manager, Product Photographer

A Classic Tale

In 1979, laser fusion engineer Noel Lee realized that cables were an overlooked component in the sound chain. He began work on an idea that would change the pro audio industry forever. His innovation led to the creation of the first application specific instrument cable line for musicians. Noel collaborated with top artist, producers, and engineers on his way to becoming the leading manufacturer of premium pro audio cables.

PROBLEM: After a long period of inactivity, the category had lost its position as a leading seller in the market. Loyal customers were moving over to more competitive brands with wider selections. A new generation of musicians were on the scene unaware of Monster’s legacy.

SOLUTION: The Monster Classic cable line was built as a tribute to 35 years of innovation and as an opportunity to re-tell the company’s origin story. The extensive library of vintage assets were redesigned into a historic timeline that served as a backdrop for the campaign. The original company graphics and color pallets were crafted into an authentic vintage modern style.

ROLE: Art Director, Brand Manager, Product Manager, Product Photographer

VISUAL IDENTITY

Classic never

goes out of style

To set the 70s stadium rock vibe, we dusted off the original 1979 Monster logo and earth tone color pallet. The bold blacks and brown highlights popped on the shelves next to the competitor’s generic packaging.

Classic Never Goes Out of Style

To set the 70s stadium rock vibe, we dusted off the original 1979 Monster logo and earth tone color pallet. The bold blacks and brown highlights popped on the shelves next to the competitor’s generic packaging.

Phil Chen – Rod Stewart, Jeff Beck
Photo: Andrew Stuart
Phil Chen
Rod Stewart, Jeff Beck

VISUAL DESIGN

Modern Vintage

The design style needed to embody the gritty days of classic rock. I wanted the line to have the look and feel of something that you’d see loaded off the back of a truck and on to a stage in the coliseum.

PACKAGING

Monster Classic’s packaging featured a retro styled cardboard construction that proudly displayed the company’s original 1979 disco logo in brown on a field of black. The new eco-friendly packaging was constructed with 90% less plastic than normal and was built with an easy access cardboard fold and tuck design.

Prolink Cable Finder

Each package contained the beginning of the company’s origin story spotlighting the artists who help Noel in the early days. A QR code accessible mobile site was added to continue the story online and give more details on the product’s use and technology. Please see user research for more information >>

POINT OF PURCHASE

The product line came with custom designed point of purchase displays that included tommy towers, pull up banners, pocket catalogs, and stripped & fanned cable ponytails. We designed a full set of training assets including sales kits, instructional videos, and vintage styled premiums. These assets helped educated customers and focus the Classic story raising sell-through and driving a higher ASP.

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The product line came with custom designed point of purchase displays that included tommy towers, pull up banners, pocket catalogs, and stripped & fanned cable ponytails. We designed a full set of training assets including sales kits, instructional videos, and vintage styled premiums. These assets helped educated customers and focus the Classic story raising sell-through and driving a higher ASP.

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Product Wall

Pull-Up Banners

Tommy Towers

PRODUCT DESIGN

The new line of instrument, speaker, and mic cables were built with the look and feel of the early days of rock & roll. Classic all-metal connectors were dressed with Monster’s iconic offset knurling and red logo band creating a modern vintage style. The Classic Coil instrument cable completed the lineup in both black and white Duraflex jacket colors. A cable even Jimi would be proud to own.

The new line of instrument, speaker, and mic cables were built with the look and feel of the early days of rock & roll. Classic all-metal connectors were dressed with Monster’s iconic offset knurling and red logo band creating a modern vintage style. The Classic Coil instrument cable completed the lineup in both black and white Duraflex jacket colors. A cable even Jimi would be proud to own.

TRAINING VIDEO

TRAINING VIDEO

SUMMARY

The Monster Classic campaign connected us with a global network of dedicated musicians and artist. The product line was well received by customers in both domestic and international markets. Classic cables became such a high velocity SKU that manufacturing had a hard time keeping up with demand. Monster Classic can be found on stages and in studios around the world. It is currently the best-selling pro audio cable in Monster’s line up.

Key Insights

  • The vintage market is alive and well and willing to adopt modern vintage products.
  • Strong communication and an engaged team are key elements to success!
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