We had to create a logotype that joined two tribes that have always hated each other, two tribes that used to beat each other up when they met riding.

That´s why we created something that was more than a logo; we created a code, a signal, an expression that liberated them from their tribe and joined them together without any importance of its origin.

We bore in mind two things:

1) Their tribes didn't have any signs that identified them.

2) They share the streets and its language.

Based on the rapper's language from the Bronx, we created a symbol with the hands; the symbol was illustrated in the simplest possible way to generate a clear code to be easily recognized and sought to transcend in these cultures for it to be used as their clandestine way to identify the members from the DEW CREW.

Besides being the most requested item by our target in the Mountain Dew social networks, the logo was adopted by both tribes joining skaters and BMX riders together.