Rockstar Energy Redesign

Inspiring the Next Generation of Hustle

To refresh Rockstar's visual identity, we created a multi-can supergraphic that celebrates the brand's iconic star logo. By infusing the brand's visual identity with larger-than-life glamour, we transcended touchpoints the way only a Rockstar can.

Brand

Rockstar

Type

Branding & Packaging

Region

North America

THE IDEA

Turning Up the Volume on a Classic Hit.

As one of the original energy drinks, Rockstar’s twenty years of history and brand recognition is worthy of the hall of fame. Our team knew it was time for Rockstar’s visual identity to get a modern and energetic remix.

THE DESIGN

Taking Rockstar’s Designs to the Top of the Charts.

Using Rockstar’s stylized star as the foundation of our design strategy, we got to work crafting a bold visual identity system that features an elevated color palette and eye-catching typography.

To make Rockstar’s key information stand out, we moved it to the top of the pack and added an iconographic caffeine level system to help customers shop based on their unique energy needs. For the finishing touch, we reduced SKU size so that Rockstar’s showstopping logo could be front and center.

THE OUTCOME

Uniting People Through Timeless Taste.

Our new branding launched before the big game with Rockstar’s first television commercial ever and an integrated 360 campaign. Response to the campaign and the brand’s new look has been highly positive, with a 20:1 positive sentiment ratio for Rockstar’s initial social posts.