Game Fuel Beverage

Game Fuel Beverage
by PepsiCo Design and Innovation

• Awarded April 15, 2021
• CLIENT: PepsiCo Design & Innovation
• 29.890

Game Fuel is a special edition energy drink packaging created for the Adrenaline Rush brand in Russia. The design celebrates gaming and e-sports culture. The prominent A logo on the can was transformed into a colorful portal that invites the consumer into a new game environment and creates a sense of gradual immersion. The design extends from the packaging to wider brand experiences. The stated intent was to move the gaming community away from stereotypes and to give players energy and confidence for strong performance.