PepsiCo acquired Rockstar Energy Beverages as part of the company's effort to expand its presence in the global, fast-growing energy category. Now, the brand is introducing new creative, fresh packaging, dialed-up digital components and flavor innovations. The new portfolio-wide global visual identity refresh was created completely in-house by PepsiCo's Global Design team.
The new identity reengineers the iconic star logo to be more modern, timeless and inviting, and the team 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. PepsiCo Design also improved caffeine statements across products, creating a consistent shoppable spectrum based on energy needs.
Photos: Courtesy of PepsiCo