NEXT: Nuton


Dominating the gaming market wasn't easy.

From start up challenger brand to now one of the most influential product brands in the video gaming industry, G Fuel is a formula for success.


The idea for G Fuel was born from seeing traditional energy drinks such as Red Bull and Monster gaining momentum in the very untapped billion dollar video gaming market. SmashBrand was brought in from inception to develop a disruptive brand engineered to become an icon for the millennial generation that is inherently suspicious of brands that don't stand for something they can relate to.

Within five years of launch, G Fuel was named one of the top ten most influential product brands in the industry and has gained worldwide recognition. Our approach was simple. G Fuel was not another energy drink, it's a lifestyle, targeting people with a passion for gaming, computers and online culture. Bringing this strategy to life through all brand experiences pushed them to the top of this increasingly crowded category in record time.

  • Brand Identity
  • Packaging Design
  • Website Design
  • Brand Strategy
  • Image Compositing
  • Experience Design

"the original design of the G Fuel logo and packaging helped us dominate the market"


Let's work together.

Tell us a little about your project, and we'll be in touch right away.

Your Details

Don't worry, this is for our eyes only, but we want to be able to reach out to you and chat.


Your Project

We help brands solve complex problems to cut through retail clutter to accelerate their sales and growth while minimizing any risks. Tell us how we can help you.

What type of Project are you enquiring about?

What is your budget? $40 - 80k

What is your timeline 4 - 10 Weeks +

Submit Away

Thanks for taking the time to share your project. We'll take a close look and get back to you as soon as possible.

Prepare for a quick response!