The design MTN DEW AMP Game Fuel Optic Champions Limited Edition Cans were developed as a show of love and dedication to the gaming community. In commemoration of the last tournament played by the Optic Gaming team, one of the most popular esports teams for Call of Duty, the Game Fuel design and brand team conceptualized the idea to surprise the team and its adoring fans.
For the first time ever, MTN DEW AMP Game Fuel adapted the flagship packaging design in order to adopt and reflect crucial aspects of the Optic Gaming team. The Optic Gaming team is notorious for wearing Championship whites on tournament Sundays, so it was important for the color white play prominently into the design. This led to a modern design with an all-white background and pops of green, effectively becoming an extension of the Optic Gaming team.
The design team created a custom illustration of each member of the Optic Gaming team, and each member of the team received a commemorative set in honor of the occasion. The design team also created a limited run of 25,000 wrapped cans depicting the full team, which fans could enter to win through following the MTN DEW AMP Game Fuel Twitter account as well and at Call of Duty World League.
Beyond the show of love and dedication to esports culture, what sets these commemorative cans apart is the technology using in executing the photo-realistic portrait illustrations. The cans were printed with a direct printing process, tactile varnish, and raised 3D finish. This gave the cans a super premium feel, as they were embossed across the entire body of the can and illustration. A matte finish on the ink in selective areas made the metallics pop, for a completely custom look and feel.