Product Redesign by Tasha Larsen

Mountain Dew

Do the Dew

Mountain

Dew

Do the Dew

Table of Contents

1

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

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.

2

Mountain

Dew

Do the Dew

Style Guide

Colors

Forest Green CMYK: 90%, 44% 100% 54%RGB: 1, 68, 18Pantone: 350 CHex Code: #014412

Green LimeCMYK: 63%, 0%, 100%, 0%RGB: 135, 194, 74Pantone: 7488 CHex Code: #87c24a

Ripe RedCMYK: 0%, 100%, 98%, 0%RGB: 206, 19, 38Pantone: 185 CHex Code: #ce1326

Fonts

Title FontsRockwell 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 FontArialArial

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.

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Mountain

Dew

Do the Dew

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.

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Mountain

Dew

Do the Dew

Label Design

Primary Label

Mountain DewDo the Dew

Grab a Dew Today!

Please Recycle

5

Mountain

Dew

Do the Dew

Mountain

Dew

Do the Dew

Product Photos

6

Mountain

Dew

Do the Dew

Billboard Ad

7

Mountain DewDo the Dew Visit mountaindew.com today!

Which Dew You Love?

Mountain

Dew

Do the Dew