MTN DEW:
Lychee Lightning
Atlanta, GA
2021
Myself along with a team of 9 designers were tasked with helping to expand the MTN DEW flavor portfolio. Specifically to create a flavor and subsequent campaign that reaches our target audience of young adults (18-25 year-olds) while still reflecting MTN DEW’s core values and brand presence.
With the Lychee Lightning logo, our goal was to create something bold and vibrant that captured the excitement of this new flavor—while still feeling distinctly Mountain Dew. We needed it to stand out on the shelf but stay rooted in the brand’s rebellious identity.
The result: a custom wordmark featuring sharp angles, slanted terminals, and interlocking letterforms that reflect the energy of both Lychee Lightning and the Dew brand. Versatility was key, so we developed multiple variations, including simplified wordmarks, alternate shading, and a unique lettermark where two interlocked “L”s form a lightning bolt.
