Rockstar Energy Drink – Global Redesign

After PepsiCo’s acquisition of Rockstar Energy, we reimagined the brand from the ground up to connect with a younger, more style-conscious consumer. The goal was to evolve Rockstar without losing its edge — to turn a loud, chaotic identity into something more intentional, culturally fluent, and globally scalable.

As Art Director, I helped guide the rebrand alongside our Creative Director, working with a small in-house team to design and implement a new visual identity across every touchpoint. We updated the logo system, redesigned packaging, built out retail environments, commissioned lifestyle photography, and created in-depth brand guidelines to support global rollout.

Much of my work focused on both strategy and craft. I helped define the visual language and brand patterns, while also contributing hands-on — from layout and storytelling to writing the guidelines. The entire system was designed and executed internally, proving that a tight, focused team can deliver work with worldwide impact.

This project stretched me as both a designer and a leader. It sharpened my ability to build coherent systems, tell stronger brand stories, and collaborate across creative, commercial, and global teams. The rebrand is now live across multiple international markets and continues to shape how Rockstar shows up in the world.