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.
Press Kit
- Unique Properties
- The Mountain Dew faithful around the world like to live it up every day and every night. For passionate Dew drinkers with a taste for fun, we redefined the meaning of “Do the Dew” by giving adults the chance to say hard yes to HARD DEW.
- Inspiration
- Channeling the iconic MTN DEW energy, we set our sights on a new adult-oriented avatar that could extend the attitude to HARD DEW. The lively U.S. design took inspiration from biker tattoos — a jumping-off point for the Asia-Pacific design, which landed on another popular tattoo design: dragons. In bright blue and glimmering green, the fierce, fantastical creature helped add some fire to the new ready-to-drink alcoholic beverage.
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