ROCKSTAR ENERGY©
MERCH&BRANDING GUIDE: making the brand feel less like a drink and more culturally relevant in the lifestyle space.
Position: Reframe Rockstar Energy’s presence in the cultural market through elevated brand merch identity.
To support Rockstar Energy’s rebrand under PepsiCo, I led the development of a refreshed visual branding guide, with a focus on merch output. The challenge was to shift the brand from a dated, aggressive aesthetic into something more elevated and culturally anew. An identity that could exist in lifestyle spaces across brand partnerships.
Through experimentation, deconstruction, and iterative exploration, I delivered a curated visual guide that laid the groundwork for how the brand can expresses itself in the apparel marketplace.
ROLE: SR. DESIGNER & CONCEPT ART DIRECTOR
Controlled, Timeless Familiar and experimental
Using pillars we positioned the brand through culture recognition and trust. Our main goal was to collaborate on visual direction for capsule releases, making the brand feel less like a drink and more culturally relevant.
