The Krating Daeng logo underlies its branding, with two charging bulls representing power, red signifying perseverance, and the backdrop of the sun symbolising energy. Krating Daeng became the basis for the creation of the best selling energy drink in the world, Red Bull. When he died in 2012 at age 88, Chaleo was a multi-billionaire.
Krating Daeng was first devised in 1975. It contains water, cane sugar, caffeine, taurine, inositol and B-vitamins. It was introduced in Thailand in 1976 as a refreshment for rural Thai labourers. "At first it was not very popular...," says current CEO Saravoot Yoovidhya. "It was quite different from others in the market, and Chaleo focused first on upcountry markets rather than in the cities where other competitors concentrated."
The working class image was boosted by sponsorship of Thai boxing matches, where the logo of two red bulls charging each other was often on display.
According to wikipedia