Mountain Dew 2025 Brand Book

As part of the team behind Mountain Dew’s 2025 global rebrand, I helped translate the new identity into its most important tool: the brand book. While strategy and identity development came from a cross-functional mix of designers, marketers, and creative partners, my role was to take that evolving vision and shape it into a clear, inspiring, and usable system.

I built the framework that organized complex guidelines into a story—structuring grids, typography, and layouts so every spread felt bold and energetic, just like the brand itself. I transformed dense strategic documents into intuitive, digestible sections—covering everything from visual identity rules to voice & tone—so teams across markets could pick it up and immediately understand how to activate the brand. Beyond design, I refined copy to match the new voice, ensuring the visuals and language felt seamless. I also led a supporting designer, giving direction and feedback to keep execution consistent across both print and digital formats.

This wasn’t just a style guide—it became the backbone of the rebrand, the reference point for how Mountain Dew now shows up everywhere: on shelves, in digital, in campaigns, and in culture. By turning complex strategy into a beautiful, functional book, I helped ensure the new identity could scale, adapt, and thrive across every touchpoint.

Content Strategist → Eva Rodriguez

Designers → Michael Carreon, Sam Wolfson