They desperately need to make the snowflake the 'star' of the label. Tons of research shows that pictures resonate with people better than words. It's the symbol that represents the brand in our minds, not the words in the brand name.

Red Bull is easy, they actually HAVE a prominent red bull on their can, and it sits unobscured above the text. Monster has the claw marks and they take up twice as much space as the name.

At least the leaf had a high contrast with everything around it. WHY is the snowflake so subdued to the point that it's barely noticable?