Derrick Lin


Company: PepsiCo
Location: United States
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Beverages
Packaging Substrate / Materials: Can

Last year, PepsiCo acquired Rockstar Energy Beverages as part of our effort to expand our presence in the global, fast-growing energy category. Now, the brand is introducing new creative, fresh packaging, dialed-up digital components, flavor innovations, and will be running a Super Bowl ad for the first time. The new portfolio-wide global visual identity refresh was created completely in-house by PepsiCo’s Global Design team.

The new portfolio-wide global identity reengineers the iconic star logo to be more modern, timeless and inviting. We evolved the color palette from a primary yellow and black to an elevated metallic gold and black color palette to increase quality expectation and appeal.

A recent consumer study showed that the new pack design increased purchase intent and found to have higher quality expectations than the previous design. We improved caffeine statements across products, creating a consistent shoppable spectrum based on energy needs.

What’s Unique?
“Rockstar Energy celebrates the real rock stars and the journey of those that put in the work to make progress towards their goals,” said Carl Gerhards, Senior Director, Design, PepsiCo Beverage North America. “Our intent with the new brand identity is to elevate the brand and its iconic star logo, making it more inviting and improving the consumer experience.”