Mountain Dew
GAME FUEL
J. Walter Thompson
Mountain Dew
GAME FUEL
Project Focus
Art direction, Illustration, Branding, Animation, Marketing
CHALLENGE
Mountain Dew Game Fuel is a charged energy drink made with caffeine, theanine, vitamins A and B, and a blend of ingredients called "Energy Amplifiers". It's designed to improve accuracy and alertness while gaming.
However, in India it was a brand new product, that had to address the growing market of gamers in the country. With the advent of Mobile gaming this portion of energy drink/soft drink population was about to explode.
As long as there have been games, there have been gamers . Catering to their required caloric intake, Mountain Dew intended to release a new variant called "Game fuel".
Art direction
Illustration
Branding
Animation
Advertising
J. WALTER THOMPSON
APPROACH
I was tasked with creating a unique packaging design. Inspired from the genesis of video games of the early 90s I created the packaging in a manner that it fits into every unit without leaving any space. Additionally, I created a custom Brand Identity inspired by the Pixel Art Style of the same era, creating a distinct link between the brand and it's audience.
OVERVIEW
Mountain Dew
REFERENCE
For the game, from the game
Inspired by video games like Super Mario bros., Sonic: the hedgehog, Mega Man, etc., I juxtaposed the classic mountain dew bottle with a power-up sprite, as used in games of that era. This resulted in beautiful pixel art renders that would also be used in it's promotional material.
PACKAGING DESIGN
A bottle straight out of a video game.
To get the Pixel Design in the real world, I started with 3D Visualization. In essence, the bottle was too look like a power up in an offline physical environment.
DESIGN
GAME FUEL
BRANDING
A place to play.
Keeping in mind the Pixel Art style, the branding for Game fuel had to be equally stylized in its form. Adding a halo effect for the branding, it looks like a power-up found in video games.
POSTER DESIGN
A look for every level.
To grab attention in stores and other points of contact, I designed these triptych posters that would be placed in sequence. Each poster represents a difficulty in video games - Easy, Medium and Hard.
ASSETS
GAME FUEL
READY. POSTER. three .
