For years, Green Label had served as a vehicle for emerging artists—a legacy built in the worlds of hip-hop, indie, EDM and street art. But the vision for Green Label was always something bigger: a lifestyle brand that could connect with youth culture on a larger scale. We were brought in to help make that vision a reality.
We envisioned the Green-Label.com platform as a new generation’s definitive source for lifestyle content.
The site covers a spectrum of interests—music, sports, art, style and travel. In addition to acting as creative and strategic consultants on Green-Label.com, we meticulously handcrafted a batch of limited edition “brand books” to introduce Green Label to a select cadre of culture-makers.
With Green-Label.com, Mountain Dew continues its never-ending search for what’s next. What started as an underground music label has become a way for the brand to continually reinforce its cultural relevance.