"Lively, buzzy and spirited": Rockstar rebrand ditches traditional energy drink aesthetics

From Pepsi to Sprite, we've seen plenty of carbonated drink brands refresh their visual identities over the last year. The latest is energy drink Rockstar, part of the PepsiCo family, which has revealed a new look that's all about fun. For more rebrand intel, take a look at our How we made series.

The energy drink market has expanded over the last few years, with the likes of Huel and Prime joining established brands like Red Bull. Founded in 1991, Rockstar is one of the original energy drinks. Its stylised star is one of the sector's more recognisable assets – and it remains front-and-centre in the new identity, the brand's first since being acquired by PepsiCo in 2020. (Check out Pepsi's own nostalgic rebrand from last year.)

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.