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.