Client: Red Bull | Sector: Entertainment
Red Bull Kumite
Services: Campaigns, Merchandise, Packaging, Typography
Impactful and nostalgic merchandise for Red Bulls prestigious kick-and-punch gaming tournament.
Street Fighter is a game that many people would regard as a holy grail. With its first release back in 1987, the franchise has remained at the top of its game, with now in its seventh release, Street Fighter continues to bring in new players and experiences.
Red Bull Kumite is one of the largest events in the UK gaming calendar. The competition brings together the world’s best Street Fighter players, to battle it out against each other via live tournaments. Red Bull needed help with creating a series of exciting player product packages that celebrated the heritage and success of the game.
We wanted the designs to subtly reference iconic and recognisable characteristics from the Street Fighter series over the years of its success. Unfortunately we were unable to use any direct imagery or graphics from the game, but that offered a unique opportunity to create a fresh and bespoke campaign.
Inspired by the iconic actions and special moves a player can perform with their chosen character during a game, we reinterpreted these manoeuvres into abstract shapes and patterns. Accompanying them with a series of well known in game slogans and phrases, we then applied a retro inspired halftone treatment that resonates Street Fighters arcade traditions.
