ROCKSTAR ENERGY©

Position: Making the brand feel less like a drink and more culturally relevant in the lifestyle space. 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.