"Lively, buzzy and spirited": Rockstar rebrand ditches traditional energy drink aesthetics

From Pepsi to Sprite, we have seen loads of carbonated drink manufacturers refresh their visible identities during the last 12 months. The newest is energy drink Rockstar, a part of the PepsiCo household, which has revealed a brand new look that is all about enjoyable. For extra rebrand intel, check out our How we made sequence.

The energy drink market has expanded over the previous few years, with the likes of Huel and Prime becoming a member of established manufacturers like Red Bull. Founded in 1991, Rockstar is likely one of the authentic energy drinks. Its stylised star is likely one of the sector’s extra recognisable property – and it stays front-and-centre within the new identification, the model’s first since being acquired by PepsiCo in 2020. (Check out Pepsi’s personal nostalgic rebrand from final 12 months.)

To enchantment to “extra numerous and trendy energy drink followers,” Rockstar’s new look is centred across the ‘Press Play’ platform it launched in 2023, urging clients to “embrace new experiences and press play on the issues they love”. A refreshed wordmark joins a brand new, brilliant and numerous color scheme within the new, flavour-forward look and really feel. We caught up with Marie-Therese Cassidy, Rockstar’s Vice President of Design, Europe, to be taught extra concerning the new identification.

Rockstar energy drink

(Image credit score: PepsiCo)

How does the brand new branding convey the ‘Press Play’ ethos to life? 

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