Hero v. UnderDog | Empowerment Concept
Packaging & Concept Development
The Mountain Dew Hero v. UnderDog is the final brand design concept that I created for one of my senior level design classes. The process consisted of four different phases: discovery, exploration, creation, and application.
Hero versus UnderDog targets an audience from young to old, with the intention of communicating the fundamental message of "Dew Good." Heroes and underdogs are essentially two sides of the same coin. Heroes are those who are expected to win. Underdogs are the opposite. They encompass the people we do not expect to win, ever. They may even include those who fight against the hero who may be the villain. But no matter the case, everyone has a little bit of both inside them. And that is where the Hero v. UnderDog is derived from.
The goal of this concept is the empowerment of oneself to empower others. We can choose what side to be on, our own decisions, as long as we attempt to do good in our own definitions. This message is communicated through the design from a bottle design that incorporates a flavoring liquid that creates the soda's taste to a Mountain Dew only vending machine that let's the users "pick a side." When the liquid drops into the beverage, the drink, in a sense, transforms into the being you choose to be.