PepsiCo has launched Mtn Dew Rise Energy with a bold visual identity created by PepsiCo's in-house design team. Bold typography, graphics and layered bright colors help the brand to stand out from other energy competitors while building desirability, flavor expectations and product efficacy.
The logo features a lion, a king with a fierce inner spirit, as the brand icon. The matte silver can substrate creates a sense of performance, protection and premium appeal, and key product attributes like caffeine level, immune support and mental clarity are easy to find on the top of the pack. The team also created unique designs for eCommerce packaging that will make a statement when the package arrives.
"Lions hunt primarily in the morning with a sharp focus on their goal. Our symbol of power, strength and protection, the Lion waits for the right moment to leap into action," commented Carl Gerhards, Senior Director of Design for PepsiCo North America Beverages. "This visual metaphor represents the tribe of people who want to be the first out there, on the slopes, at the office or catching that first wave of the day."