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Do the Dew

Product Redesign by Tasha Larsen

Table of Contents

Page 2............................................Redesign Plan


Page 3.............................Style Guide (color/fonts)
Page 4.......................................Style Guide (logo)
Page 5..............................................Label Design
Page 6..........................................Product Photos
Page 7...............................................Billboard Ad

Mountain Dew
Do the Dew

Redesign Plan

Product:

Mountain Dew

History:

Mountain Dew is a product of Pepsi Co. It was originally started by two mountain men
in the 1940s that were bottling a lemon flavored drink. These two mountain men were
known as the Hartman brothers. In 1948 they got a trademark put on the drink and in
1964 it became a Pepsi product, which is known today as Mountain Dew.

Target Audience:

The target audience of Mountain Dew is typically young Caucasians


between the ages of 18 and 24. Typically more men drink mountain dew than women.

Big Idea:

The big idea is about making the product more appealing. I want to make the packaging
stand out more to those who wouldnt normally drink it. The package will have a natural
feel to it in order to target an audience that wouldnt normally drink caffeine. I want
to portray it not so much as a caffeinated beverage, but as a way to sustain energy. I
believe the best way to accomplish that is to use mountains and nature on the label.
They havent had too many different bottle designs over the years so I want to come up
with something that will market the glass bottles more then the cans. I will stick with the
green background for the product because when people think of Mountain Dew they
generally think of green.

Mountain Dew
Do the Dew

Style Guide
Colors

Forest Green

CMYK: 90%, 44% 100% 54%


RGB: 1, 68, 18
Pantone: 350 C
Hex Code: #014412

Green Lime

CMYK: 63%, 0%, 100%, 0%


RGB: 135, 194, 74
Pantone: 7488 C
Hex Code: #87c24a

Ripe Red

CMYK: 0%, 100%, 98%, 0%


RGB: 206, 19, 38
Pantone: 185 C
Hex Code: #ce1326

Fonts
Title Fonts
Rockwell Extra Bold
This font is a serif and should
be used in combination with a
san-serif. First font was used
for titles in the book and in the
Mountain Dew logo.
30pt font for page titles.

Copy Font
Arial
Arial
This font was used for all of the body
copy within the book. It is a san-serif,
which is a great contrasting font to go
along with the serif font Rockwell.
12pt font for regular body copy.

Mountain Dew
Do the Dew

Style Guide
Logos
It is important that when a company has a logo that is primarily in color that they
also have it in black and white as well. Majority of advertising will be done with the
colored logo on labels and in different forms of media. The gray scale logo should
only be used when the medium it is being used in only prints in black and white.
Mountain Dew is primarily known by its logo and colors. The logo should be placed in
the middle of the product displayed to draw attention. The recommended size for the
logo is 3 inches x 2 inches.

Mountain Dew
Do the Dew

Label Design
Primary Label

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Do the Dew

Grab
a Dew
Today!

Please Recycle

Mountain Dew
Do the Dew

Product Photos

Mountain Dew
Do the Dew

Billboard Ad

Which Dew You Love?

Visit mountaindew.com today!

Mountain Dew
Do the Dew

Mountain Dew
Do the Dew

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