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