Rockstar Swirl LTO Flavor Focused Packaging Design
This summer, Rockstar Energy brings two limited-time offered (LTO) products that promise a new and refreshing experience with every sip. Made to capture the bright and flavorful notes of summer’s favorite fruits with a creamy twist, Rockstar’s new Orange Swirl and Strawberry Swirl needed an eye-catching flavor-focused packaging design that could stand out among the brand’s existing lineup.
The final design displays a smooth blend of visual cues that you can taste. Starting at the top of the can, the shape of the header encapsulates the melting motion of an ice cream on a hot summer’s day. The design also incorporates dynamic swirl graphics that reinforce the creamy flavor experience. Various shades of vibrant oranges and pinks are added to leverage its fresh, seasonal elements. The iconic star and “RR” logo are displayed front and center, ensuring brand identity and recognition on the shelves. Both of the LTO’s were released across Canada in July of 2024, just in time for its hottest season.
Challenge
Rockstar needed an eye-catching design for two of its new limited-edition flavors that could stand out among the brand’s extensive, existing line-up.
Solution
The strategy was to explore various designs that both conveyed flavor and were representative of the Rockstar brand. The project presented the opportunity to think outside of the box in terms of design.
The design was conceptualized by drawing from the design language of an ice cream shop. The solution was to create a design that focused on a swirl pattern to effectively convey both the “creamy” and “fruit” flavor elements.
Results
Rockstar Swirls is the brand's non-fruit-forward flavor and a top US turning flavor.
Project Details
2025
