Apparel Graphics
Mountain Dew has an interesting history. The beverage was originally developed in the early ’40s as a mixer to pair with whiskey. The name itself was a reference for the moonshine that came from the mountains in Appalachia. Today we think of the brand and beverage being tied to all things extreme: snowboarding, skating, and even gaming. With its “mixed” history, Mtn Dew wanted to reach its diverse market with products that were not only fresh and energetic, but also authentic to the brand and its history.
Vintage and Current applications were divided into separate projects. Developing the vintage “hillbilly” graphics was a combination of scanning and retouching historical artwork, and then vectorizing select pieces to make them more flexible for future usage. New artwork was also created in the original style, expanding the collection of usage assets even further. In contrast, the graphics for the contemporary Mtn Dew brand took a fun, tongue-in-cheek approach by incorporating elements of pop-culture, digital gaming, street style and a healthy dose of weirdness.
Branding guidelines and graphic assets for vintage and current applications
Client Mountain Dew
Design Agency Alternatives
Licensing Agency The Joester Loria Group
Services artwork restoration, creative direction, art direction, asset management
