Gatorade X F1

Visual System

Brand Identity

3D

I led Gatorade x Formula 1, designing a visual identity and universe to capture the energy of this partnership between two of the world’s most iconic brands. The challenge was to balance the distinctive brand assets of both Gatorade and Formula 1, building a system that felt fresh, ownable, and globally adaptable while giving the car and livery a central role within it.

From there, the platform stretched across multiple fronts, from OOH to new products, a new RTD flavour, physical activations, and athlete collaborations.

The car and livery became the system’s most iconic assets. Informed by deep research into retro F1 liveries and Gatorade’s history in racing, I translated the visual language across their surfaces through modular blocking, bold contrast, and a graphic flow shaped by the car’s geometry. The aim was to create something familiar yet new, iconic and instantly recognisable, designed not just to sit on the car, but to come fully alive in motion.

2026 / DeMiranda + PepsiCo Global Design Team

Head of Design PepsiCo: Vinicius Sales

Lead Designer: Lucas DeMiranda
Project Manager: Fatima Heredia, Ana Hadler, Marina Damato
Design: Lucas DeMiranda, Renan Vizzotto, Matthew Geiger, Tamara Johnson
CGI: Adhemar Ribeiro,
Miagui Studio

A big part of the process was studying the visual memory of Formula 1 and Gatorade’s history in racing, looking for cues that felt timeless without becoming nostalgic. I wanted the final result to feel familiar yet new, iconic yet ownable, and unmistakably Gatorade the moment it hit the track.

Designing the car and livery meant translating a flexible 2D system into a highly complex 3D object built to be seen in motion. Every block, cut and transition had to work with the bodywork, so the design could hold clarity, rhythm and impact from every angle, whether still or moving at speed.