Mountain Dew Special Edition
We were inspired by the rich culture of Oman, and started by learning everything about its history, culture and traditions, and how we can incorporate all these rich elements on a contemporary and young Mountain Dew Can. Mountain Dew’s colours and strong visual language were maintained throughout our process, using the brand’s own-able cues in order to relate the brand with the occasion.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We won the pitch to work on a special edition can for Mountain Dew that was to be released in honour of Oman’s 45th National Day. Mountain Dew, a brand by PepsiCo, and Oman’s number one drink, is characterised by its bold attitude, its daring persona, and its passion for adrenaline-inducing sports and activities. With a character as rich as this one, we set to work in order to capitalise on this persona, emphasising its essence as it celebrates this special day.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
The concept creation and design process for this project was based in Cairo, Egypt. The project started in July 2016, and was ready for printing in October, 2016. This product was then released in the sultanate of Oman during their national day celebrations in November, 2016
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
Mountain Dew, Special Edition, Can, Soft Drink, Oman, National Day, Matter
The research included studying this brand properly in order to stay true to the brand's persona. This included studying the brand guidelines, the brand communication, and the brand's own-able elements. Moreover, further research was conducted in order to know more about Oman, a foreign country, in order to pick the right elements, as well as tonality, that will allow us to connect with their people, especially in such a national occasion.
The main challenge was adhering to the rigorous guidelines and restrictions that accompany such a big and global brand, and how to stick to these guidelines and still produce a design that is relevant to the occasion. The other challenge was getting to know the roots and cultures of another country, and be able to talk to them in a way that they can relate to.
TEAM MEMBERS (10) :
Amro Thabit, Janan Osama, Majd El Sherif, Mostafa Tawfic, Amr Fekry, Mariam Hamdy, Alia Oraby, Nouran El Quersh, Mohamed Abbass and Dina Aly
Matter Branding, 2016.