GFUEL has an incredibly passionate fanbase that is always on the lookout for the next product drop. So, when making the large leap into the retail space, the company wanted to refine their look to become more recognizable on a shelf. That’s where I came in.

When working with GFUEL, I had to find a way to create a brand uniform without losing that youthful energy that comes with the gaming scene. I did this by strategizing around the area that GFUEL was already familiar with. Large callouts to classic gaming characters and design elements similar to what the brand was already using was the main backbone behind the new uniform I developed.