Red Bull: Element Edition

Red Bull: Element Edition is a conceptual packaging and experience design project that brings together the four classical elements of nature (Fire, Water, Earth, Air) with Red Bull’s energetic and bold brand identity.

Each element is represented by an extreme sport that reflects its core spirit:

The energy of fire is represented by BMX athlete Daniel Dhers

The fluidity of water by surfer Maya Gabeira

The strength of earth by climber Adam Ondra

And the freedom of air by skydiver Felix Baumgartner

For each element, custom illustrated can designs were created and enhanced through augmented reality (AR) technology. When scanned with the Artivive app, the cans come to life with animations, motion graphics, and short video clips introducing the athletes and their sports.

The main goal of this project is to show that Red Bull’s boundary-pushing energy can be carried not only by the beverage itself, but also through the packaging, turning it into a visual and interactive storytelling tool.

Element Edition redefines packaging as more than just a surface, it becomes an extension of the brand narrative and a space for meaningful engagement.