Opportunity
In 2020, the world stopped. Gaming didn’t. While industries struggled during the pandemic, gaming continued to grow.
The global market generated approximately US$77 billion through game sales and in-game purchases. But gaming culture was never meant to live only inside a screen.
Razer, Acer, and other gaming brands had already started crossing into new categories through unexpected collaborations.
That opened the door to a bigger insight:
What if Xbox didn’t just power the game?
What if it powered the player?
Pitch
A true gamer must be always prepared to face all kind of challenges, does not matter the scenario or the mission. But if you lower the guard just for 1 sec, it could be all down the drain.
That is where GG comes in: a special-edition Monster Energy drink created in collaboration with Xbox. High-performance fuel for long matches, late nights, and parties that refuse to end quietly.
Its name comes from the phrase exchanged when you rock after a match: GG. Good Game.
The visual world of GG lives between two forces: Power and Stealth.
The identity combines the darkness of a late-night gaming setup with the electric glow of RGB hardware.
Matte-black surfaces disappear into the environment while fluorescent details cut through the darkness.
Logo
Two mirrored letter Gs face each other like players before a match.
The symbol represents competition, confrontation, and the moment before everything begins. Balanced but aggressive, the logo feels ready to move before the game has even loaded.
Flavors
Neon Ice
A cold, electric blast of blueberry. Bright. Sharp. Unforgiving.
Black Lava
A dark mix of red fruits with a spicy finish. It doesn’t cool you down. It turns up the heat.
Colors
Typography
Labels
Merchandising
Credits
Type of Project
Conceptual Project
My Role
Tools
Photoshop, Illustrator
Project Timeline
1 month
Year
2020