c r e a t i v e D i r e c t i o n

Mtn Dew “Taste the Thrill”

This design-led project challenged our evergreen visual identity. We examined the current standards to ensure they are still relevant and bring to life the Dew POV to life. Consumer research showed that our brand was not seen as relevant for key CSD moments, like refreshment and food pairing. Further it showed competition was closing the gap

Dew is unlike any soda or energy drink on the market – so how can we better deliver on CSD drivers like taste and refreshment and do it in a way that only DEW can? While bringing it to life, how can we best show liquid “out of the bottle” and make it feel dynamic, flavorful, unexpected and unique to the brand?

With these questions in mind, we collaborated with agency partners by delivering concept art and guiding creative direction throughout the project.

Primary challenge was that we never show Dew out of the bottle because the real liquid is yellow and cannot be legally altered but should still fit within the consumers expectation.

The design strategy involved upgrading our visuals by moving away from static, straight-on product shots to create visuals that feel energetic, dynamic and imply movement; utilizing lighting as a glow or build up of energy; Incorporate subtle flavor cues within legal limits and consumer expectations.