Adrenaline Rush, an established, powerful and bold energy drink brand available in Russia, created Adrenaline Game Fuel as a special edition offering to celebrate the gaming occasion and e-sports culture. With the design extending from packaging to brand experiences, the objective was to shift preconceived notions of the gaming community and release it from stereotypes, while also giving gamers energy and confidence for maximum performance.

Every aspect of the Adrenaline Game Fuel packaging was designed to enhance the gaming experience and feel aesthetically worthy of the serious gaming consumer. The visually prominent “A” logo on pack was transformed into a colorful portal that invites consumers into the gradual immersion of a new game environment. Each of the can designs feature highly-detailed illustrations depicting central heroes, reminiscent of the richness and versatility of the gaming environment and increasing the feeling of personalization.

Silver can toppers with colored pull-tabs complete the cans’ look and feel, attracting attention on shelf and increasing the value of this special-edition Adrenaline Game Fuel experience.