HARD MTN DEW EVERGREEN
DESIGN DIRECTION

Hard MTN DEW TUFF brings together MTN DEW’s bold flavor and irreverent attitude with the grit and visual language of motorcycle culture. To establish their new evergreen presence, our team developed a rugged retail look and feel built around dark metal, layered engraved steel and industrial detailing.

That creative direction became the north star for a tiered point-of-sale and sampling system designed to scale across in-store and out-of-store environments while keeping the brand loud, rebellious and unmistakably Hard MTN DEW.

MY ROLE: Art direction, concept development, visual-system design and design oversight across retail and sampling executions.

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