Rockstar Energy – the PepsiCo-owned global energy drink brand – has unveiled a new look and feel across its product range to appeal to a broader consumer base.
The refreshed redesign is the brand’s first visual update in four years.
“Through our newly crafted visual identity system for Rockstar, we’ve infused the brand with confidence and distinctiveness,” shared Marie-Therse Cassidy, VP of design at PepsiCo.
“Each brand touchpoint now revolves around the bold ‘Press Play’ platform, urging Rockstar enthusiasts to embrace new experiences and press play on the things they love.”
PepsiCo’s Design + Innovation team designed the new visual identity in-house and aimed to evoke greater accessibility and inclusivity. The new look kept the brand’s star logo while introducing bold and bright colours.
Since its acquisition by PepsiCo in 2020, the brand has been transitioning towards a more lively and vibrant aesthetic.
“We’ve stayed committed to adopting a forward-thinking, innovative approach – evolving our appeal for a wider, more modern audience,” added Bart LaCount, VP of international beverages marketing at PepsiCo.
“We’re excited for what this year has in store and can’t wait to host more incredible events and activities under the ‘Press Play’ platform.”
The revamped look and feel will extend across all international Rockstar Energy flavours in multi-touchpoint campaigns. It rolled out in the UK, Poland, and Germany in January, with subsequent worldwide launches planned throughout the year, including in Australia, where no fixed date has been revealed yet.
