Mountain Dew Hard Dew 2024 Beverage - Alcoholic
by PepsiCo Design and Innovation
- Awarded April 15, 2025
- CLIENT: PepsiCo Design and Innovation
- 3.813.219
Hard Dew 2024 is a packaging design for a ready to drink alcoholic beverage made for adult consumers. The design extends the energy of the Mountain Dew brand into an adult oriented form. The United States version draws on biker tattoo art. The Asia-Pacific version develops the same idea through a dragon, another common tattoo subject. The dragon is shown in bright blue and glimmering green to give the container a bold and lively character. The packaging is intended to present a familiar brand attitude to adult drinkers.
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