Branding & print for Red Bull Kumite at Pukkelpop
About the quest
Red Bull Kumite is one of the most prestigious fighting game tournaments in the world. For the Belgian qualifier we were asked to set a visual course that combines the raw energy of the "cage" with the recognisable Red Bull style. We developed a complete visual direction used in every touchpoint, from social media content to the physical dressing of the event, creating an atmosphere that speaks to both the hardcore FGC (Fighting Game Community) and the wider audience.
Challenge
The challenge was to balance Red Bull's strict global brand guidelines with a unique, local feel for the Belgian edition. The visuals had to capture the intensity of Street Fighter while looking professional and premium enough for an international esports format. We had to deliver a visual power spike that heightens the tension of the competition and immerses viewers straight away in the world of the kumite.
Result
The result is a razor-sharp visual identity that put the Belgian fighting game community on the map. With a consistent mix of dynamic graphics, strong typography and high-end content, we created a uniform experience across all channels. The visual direction contributed to a record number of sign-ups and high engagement during the livestream, with the Belgian qualifier matching the international main events in quality.
