Concept & Illustaration

Mountain Dew was looking for innovative product ideas for active males aged 16-25 years, highly connected and social. Creative brief was to prepare three concepts for new soft drinks. Each of the concepts focused on specific platform: recharge, treat and my own. For each category I prepared an consumer story, product idea and the product design. The common element were the mythical “dew” animals. Each drink was represented by one animal symbolizing the spirit of the consumer.