Gold Packaging · 2025
Mountain Dew Hard Dew 2024 Beverage - Alcoholic
by PepsiCo Design and Innovation
- Golden A' Design Award 2025 in Packaging
- Estimated Number of Design Views: 4,244,197
- Verification code 4000EFF4AE · Verify this award
Colors
About Mountain Dew Hard Dew 2024 Beverage - Alcoholic
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.
About the Golden A' Design Award
Mountain Dew Hard Dew 2024 Beverage - Alcoholic is a Golden A' Design Award winner, an immensely prestigious recognition granted to first-rate, marvelous, and outstanding designs. Golden winners are exceedingly innovative, visionary, and glamorously dazzling creations that reflect the prodigy, wisdom, and prowess of their designers. Mountain Dew Hard Dew 2024 Beverage - Alcoholic is expected to be a highly praised, trendsetting, and monumental invention that delivers unprecedented value. This Golden A' Design Award-winning design is a spectacular, respected project that highly benefits and advances the boundaries of art, science, design, and technology. Mountain Dew Hard Dew 2024 Beverage - Alcoholic creates intense feelings of desire, evokes passion, encourages creativity, and fascinates us.
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.
