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 worked 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.

My work focused on both strategy and craft. I helped define the visual language while also contributing hands-on, from layout 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 teams.