I was approached by 7 Stallion studio to create a brand identity for an energy drink, to enhance their pitch and captivate potential investors.
The Brand Brief
1. Project Introduction - 7 Stallion Studio is a marketing agency based in the Philippines that specializes in pitching new brands and concepts to potential investors. They approached me to bring their ideas to life through compelling visuals, enhancing their presentations and making their concepts more impactful.
2. Brand Introduction -
Level Up is an energy drink brand designed to fuel the rapidly growing gaming industry, offering high-performance energy solutions tailored for gamers.
Level Up is an energy drink brand designed to fuel the rapidly growing gaming industry, offering high-performance energy solutions tailored for gamers.
3. Brand Personality -
3.1 Energetic: Designed to fuel peak performance. .
3.2 Futuristic yet Nostalgic: Fusion of retro gaming elements with a sleek, modern edge.
3.3 Playful: Encourages gamers to push limits, power up, and go beyond.
3.1 Energetic: Designed to fuel peak performance. .
3.2 Futuristic yet Nostalgic: Fusion of retro gaming elements with a sleek, modern edge.
3.3 Playful: Encourages gamers to push limits, power up, and go beyond.
4. Target Audience - Esports professionals and casual gamers with a focus on tech-savvy millennials and Gen Z gamers
5. Deliverables -
5.1 Brand Logo
5.2 Packaging
5.3 Mockups
5.1 Brand Logo
5.2 Packaging
5.3 Mockups
Brand Strategy
Since the entry of Red Bull, the market for energy and sports beverages has become highly profitable and equally crowded. Established players like Monster and Rockstar dominate the energy drink segment, while Gatorade, Lucozade, and Powerade lead the sports drink category, making it difficult for new brands to break through without significant marketing spend.
For Level Up, the challenge was to define a position that felt commercially viable yet distinct enough to stand out in a saturated landscape. This required clarifying not just what the product is, but how it should be perceived by its core audience of casual gamers and everyday athletes.
The Big Dilemma
A key strategic question early on was whether Level Up should be positioned as an “energy drink” or an “e‑sports drink.” From a product standpoint, both routes were feasible because the formulations share similar functional benefits, but the brand needed a clear, focused narrative.
Aligning with the client’s vision and long‑term ambitions, the decision was made to position Level Up primarily as an e‑sports drink. This route offered a clearer space to own, stronger alignment with gaming partnerships, and a more defined audience story.
Why E-sports Drink?
1. Although energy drinks sell in higher volumes overall, that category is saturated with major global competitors, making it expensive for a new brand like Level Up to gain visibility and shelf space. Entering directly as an energy drink would demand heavy marketing investment just to be noticed.
2. The e‑sports drink space is comparatively less crowded, giving Level Up a better chance to establish itself and build recognition as a specialist brand for gamers and casual athletes. Once the brand gains traction and trust, it becomes much easier to expand into energy drink variants later.
3. From the outset, the brand’s intent was to target casual players rather than professional athletes, with ambitions to sign sponsorships with e‑gaming leagues and local casual sports leagues. This audience and partnership focus makes the e‑sports drink positioning a natural fit.
What is Level Up?
Level Up is an e-sports drink brand crafted to elevate the performance of casual and professional gamers. It is designed for people who compete after work, between classes, or on weekends, those who want a boost that feels purposeful, not generic.
By claiming the e‑sports drink space, Level Up bridges the gap between traditional sports hydration and gaming culture, offering a product that feels tailored to modern, hybrid lifestyles.
How are we different?
While other sports drink brands target professional athletes, Level Up focuses on casual and professional gamers engaged in various competitive video games. Level Up is milder than its competitors, offering a steady burst of energy that lasts for a short duration, helping you Level Up your game.
Visual Identity
Given the nature of the product and its audience, the brand needed a vibrant, energetic visual identity that feels immediately connected to performance and play. There were two clear routes: lean into a classic sports drink aesthetic (similar to Gatorade), or break away with something more unexpected and future‑leaning.
To carve out a distinctive niche, the decision was to pursue a gamer‑centric aesthetic that draws from gaming visuals, HUD elements, and e‑sports culture. This approach not only differentiates Level Up on shelf, but also aligns perfectly with the goal of securing e‑gaming league sponsorships and appearing in gaming‑adjacent environments where bold, digital‑forward visuals perform best.
