Adventure is all around us, and since 2004 our premium energy drink brand Adrenaline Rush has inspired a rapidly-growing segment of people who aren’t content to stay put. That’s why the PepsiCo Design and Innovation Latin America Team ingeniously redesigned Adrenaline Rush to appeal to adventurers of all stripes.

Energy drink brands in Latin America exist in a highly competitive environment, where attitude rules and standing out is an absolute necessity. With new buyers and players entering the category, it was time to empower and energize people with a fresh visual identity system connecting them to a world of excitement and potential.

Adrenaline Rush’s most recognizable brand asset is its lizard icon. As a universal symbol of renewal and resilience, the lizard is both a mythical creature and a hearty explorer. These traits are an essential part of the rebrand, so we made the lizard a prominent visual symbol that unifies the can, the primary packaging, point-of-sale materials, merchandise, and shopper experiences.

The lizard’s subtle yet immediately identifiable integration into the signature letter A is the ideal fusion between Adrenaline Rush’s brand name and adventure, energy, and attitude. The lizard dramatically arcs up the left slope of the letter, leaving a new path of distinctive footprints on its ascent.

The new logo’s gold tones are set on a black base, inviting you to follow the journey upward and offering a rich color combination that conveys a premium experience. The black background also highlights the brand name Adrenaline in white and Rush in Gold, which works to accent the logo in the center. The result is a dramatic, unified brand identity that captures attention across touchpoints. By honing in on its brand icon, the Adrenaline Rush redesign is a bold reminder of our limitless potential for adventure.

Category:PackagingYear:2024Designers:PepsiCo, New York, New York, USAManufacturer:PepsiCo, New York, New York, USA