Hard Mtn Dew is a part of the alcohol portion of the Pepsi portfolio and is distributed in a partnership between Boston Beer and Blue Cloud Distribution as part of Pepsico. Because Hard Mtn Dew is so new and is still rolling out across the United States Boston Beer had a limited amount of design power they could put behind Hard Mtn Dew. As part of the Mtn Dew brand design team, overseeing all facets of the brand from a design perspective we were briefed in the provide design support.
For this particular project, we were briefed on creating a new look and feel to coincide with the new campaign “Freak Out Responsibly”. Under a tight timeline, we created a small toolkit that could be extrapolated across a variety of assets with ease while maintaining the brand’s tone of voice.
Senior Director, Design: Rob Salit • Design Senior Manager: Louis De Villiers
Designer : Sam Cardelfe
Stacked and horizontal marks
Texture for flourishes, 21+ text with added texture, and tonal background to keep mood consistent across assets in field.
Based on the campaign’s new word mark we brought that styling to the accompanying in-store point of sale.
Because Boston Beer had limited design resources part of our role in support was giving creative feedback to outside agencies for activations and advertising. We were briefed in that Hard MTN Dew would be taking over a few digital billboards in Las Vegas. We were tagged in to give feedback on what they had developed.
Effecting as much as we could the turn around to get these out of the door was a tight sprint but ultimately they showed up well.
Below are proposed mocks of what the locations would be and a video of the agency partners captured to show them in use.