Rockstar Energy Drink
New Product Innovation & Brand Evolution
Client: Rockstar Energy Drink (Rockstar Inc., PepsiCo, A.G.Barr, Frucor Suntory
)
Services: Creative Direction · New Product Development · Packaging Design · Brand Adaptation · Global Rollout · Artwork & Production
Markets: UK · Europe · Australia · North America · International
Creative Team: Zach Abell (Rockstar Inc. Creative Director), Tim Powell (Art Director/Lead Designer)
Production Companies: Rexam, Ball, Ardagh
Over more than a decade, we helped Rockstar Energy bring new products to life across international markets. From entirely new ranges and flavour extensions to functional innovations, we combined creative development, packaging design, and production expertise to deliver distinctive products built to compete on shelves worldwide.
The Challenge
In a fiercely competitive energy drinks market, standing out meant constantly evolving. The challenge was to introduce distinctive new products, flavours and formats while maintaining a recognisable brand identity across diverse international markets.
As Rockstar evolved, so did its visual identity, requiring a balance between innovation, brand consistency and the practical demands of global packaging production.
The Creative Response
Every product needed its own personality, purpose and place within the Rockstar portfolio. Working across different flavours, functions and consumption occasions, we developed distinctive visual identities that balanced individual product positioning with the strength of the Rockstar brand.
From bold performance-led ranges to flavour-driven innovations and entirely new drinking occasions, each design was developed to stand out on the shelf while remaining unmistakably Rockstar.
Evolving an Icon
Three generations. One unmistakable identity.
Over more than a decade, we helped shape Rockstar’s packaging evolution, from the established 2009/10 design through the 2015/16 layout refresh and into a new era under PepsiCo.
After PepsiCo acquired Rockstar in 2020, we worked with PepsiCo Global to adapt and implement the new US-developed brand identity across international markets. This involved updating and refreshing the entire international product portfolio, translating the new design system across different ranges, packaging formats and market requirements.
Throughout each evolution, the challenge remained the same: maintaining Rockstar’s distinctive identity while moving the brand forward.
From Concept to Production
Great packaging needs to work just as hard in production as it does on screen. Our involvement extended from early creative concepts and product visualisation through to final artwork and production, working closely with international brand teams and packaging manufacturers to ensure every detail translated accurately onto the finished product. This included secondary packaging, such as four-pack cartons, multipack films and trays.
From colour management and substrates to specialist inks and finishes, we understood how to turn ambitious creative ideas into commercially viable packaging
Product Highlights
Xdurance
Engineered for Performance
Developed for a performance-driven audience, Xdurance brought a distinctive new identity to Rockstar’s growing portfolio. Combining bold graphics with a functional, high-energy aesthetic, the range established a recognisable platform for future innovation, expanding across international markets and evolving into extensions, including XD Power.
FirstStart
A Different Kind of Wake-Up Call
Not every energy drink is made for the same moment. FirstStart was developed to bring Rockstar into the morning routine, offering a new proposition for consumers looking to kick-start their day. The challenge was to create a distinctive identity that felt fresh and approachable while retaining Rockstar’s unmistakable energy and attitude.
Flaming Cranberry & Frozen Raspberry
A little heat for summer. A cooler take on winter.
Developed for the German market, Flaming Cranberry and Frozen Raspberry brought a seasonal twist to Rockstar’s energy portfolio. Distinctive flavour propositions and contrasting visual identities helped create limited-edition products designed to capture attention and bring something fresh to the shelves.
Originally introduced in 2020, both returned under PepsiCo in 2021.
Refresh & Hemp + Energy
New ownership. New identity. New opportunities.
As Rockstar transitioned into PepsiCo, product innovation continued. Refresh and Hemp + Energy were two distinctive new ranges launched under the refreshed brand identity, demonstrating our ongoing involvement in developing new products alongside the international packaging redesign.
Beyond Energy
Rockstar’s bold identity wasn’t confined to traditional energy drinks. Across the Canadian market, we developed packaging for a diverse alcoholic beverage portfolio, including beers, energy-infused vodka RTDs and alcoholic energy seltzers.
Each category presented an opportunity to extend Rockstar’s distinctive personality into new products and drinking occasions, while maintaining a recognisable brand presence.
Giving Each Product an Identity
The Outcome
Over more than a decade, our work contributed to the evolution of Rockstar’s international product portfolio, helping introduce new ranges, flavours and formats across multiple markets.
From performance-focused innovations such as Xdurance to flavour-led ranges including SuperSours, the work demonstrates how distinctive packaging and consistent brand thinking can support product innovation at scale.
Xdurance
UK No. 1
Fastest-selling flavoured big-can energy drink in 2014.
Source: Forecourt Trader / Nielsen, August 2014.
43% of Rockstar Sales
Generated by products launched within the previous 12 months, including XDURANCE (2012).
Source: Talking Retail, Dec 2012
SuperSours
Germany’s Leading Energy Innovation
SuperSours Green Apple & Blue Raspberry, 2013–2014.
Sources: PepsiCo Germany's September 2014 announcement & Carl Windfuhr interview.
£12M+ Retail Sales
Fastest-selling flavoured big-can energy drink in 2014.
FirstStart
3.9 Million Cans Sold
Within weeks of its UK launch in 2018.
Source: Grocery Trader, Dec 2018
UK’s No. 2 Soft Drink NPD