HARD MTN DEW
EVERGREEN
DESIGN DIRECTION

Hard Mtn Dew TUFF, the zero-sugar drink mixes Mountain Dew and motorcycle hardness into one alcoholic beverage.

Hard Mountain Dew is loud, rebellious, and playful - unapologetically edgy

Leaning into these cues of roughened dark metal, layered engraved steel, and motorcycle cues,
our team developed an evergreen look and feel for HMD’s POS that celebrates its flavors and core flavor.

From this creative direction, we developed different tiers of what
In-store / out-of-store sampling would look like, leveraging these new DBAs.

Senior Director, Design: Rob Salit
Design Senior Manager: Louis De Villiers
Lead Designer: Sam Cardelfe