Game Fuel
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.
Game Fuel Beverage by PepsiCo Design and Innovation was featured as a grand illustration of communication design by the A' Design Award & Competition. Game Fuel Beverage earned the Golden A' Design Award in Packaging Design in 2021. The A' Packaging Design Award is an international, jury-voted, fair and ethical design competition that celebrates superior design of bottles, boxes, cans, pouches, tubes, cartons, wrappers, bags and more.
