MTN DEW Evergreen POS Unit | 2021

Designers: Ben Liu, Harvok Pty Ltd., Dandenong South, Victoria, Australia
Manufacturer: Harvok Pty Ltd., Dandenong South, Victoria, Australia

The MTN DEW® Visual Identity System is one that is truly iconic - it is instantly recognizable. To bring the MTN DEW® brand to life in new and exciting ways, The Design Team created a modern line of permanent merchandise units to unify the brand’s look and feel and strengthen the MTN DEW® presence at all points of sale across North America.

In years past, MTN DEW® units were visually inconsistent without a unified Point of Sale (“POS”) vision to carry through to all fixtures and provide a cohesive aesthetic. So, the Design team was charged with the mission to create a fresh vision and strategy for all future MTN DEW® perm-merch. The team needed to design two units, one small, and one large, to serve different needs as a part of the new collection of POS fixtures.

The innovative units needed to be functional with an efficient footprint, as well as design-forward and dynamic statement pieces. The MTN DEW® Visual Identity System is known for its iconic “Shards and Rails” elements in 2D graphics, which create a sense of three-dimensionality, speed, directionality and movement. The Design team reinterpreted these VIS elements three-dimensionally, giving new freedom to the shards and rails by releasing them to wrap around these truly dynamic POS units, inspiring and forming their structural shape.

The large POS unit we designed has interchangeable setups, between ambient and cooler settings depending on the retailer’s needs. The large unit features a tilted, spiral-like structural movement, created by the Rail element itself, which disrupts the original cubic shape and adds an element of distortion. We used high-end materials to embody the vibrancy of MTN DEW® colors: powder-coated metal rods and nets, glossy acrylic, internal lighting, and black accents to tie back to the design elements of MTN DEW® Zero Sugar.

We designed the small unit to disrupt the classic 5-shelf POS unit format, adding elements of distortion and inclination to each shelf, combining metal nets and acrylic surfaces. Finally, we applied vinyl graphics to the fixture surfaces, and now, both of these bold, design-forward POS units inspire MTN DEW® energy and vibes in the stores from the moment they catch the consumer’s eye. 1300+ units have been ordered and distributed across North America, ready to disrupt retail and delight MTN DEW® consumers.