2021 Galleries

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Galleries // 2021 Spark:Package // Rockstar Energy Redesign

Rockstar Energy Redesign

Entrant

Competition: Spark:Package
Designer: Joelle Garofalo - Creative Resources Manager
Design Type:
Company / Organization / School: PepsiCo Design & Innovation
Website: http://http://design.pepsico.com
Team Members: Design Credit: PepsiCo Design & Innovation

Rockstar Energy drink. It’s fuel for the hustle. So, we challenged ourselves with this portfolio-wide global brand identity. Our first in over a decade. We re-engineered our iconic star logo to be modern. Timeless. Premium. Our new packaging architecture leverages the star as a supergraphic that connects cans on shelf with advertising in field to create a bold billboard that transcends touchpoints. This bold, new golden star serves as a strong foundation for brand equity moving forward, serving as an icon for the aspiration of the hustle. Rockstar was one of the original energy drinks. We have a ton of history. An amazing story. When people see our brand, they know exactly what it is. However, with a decade-old identity it was time for an infusion of… well… energy. Excitement. Luckily for us, all the pieces were already in place. We just needed to dust everything off and remix the brand for modern times.