Mountain Dew unveiled a new visual identity, including dropping the “MTN” abbreviation and bringing back the full “Mountain” to the brand name. This name change is accompanied by a new logo that combines a vintage feel with modern elements, and will be featured on packaging, equipment, advertisements, and more starting in the summer. The goal of this reinvention is to connect with the brand’s long history and evoke a sense of nostalgia among fans. The green-and-yellow color palette and designs of a mountain backdrop are meant to celebrate the great outdoors and embody the adventurous spirit of Mountain Dew.
Created by the PepsiCo design and innovation team, the new logo pays homage to Mountain Dew’s past with elements like the year of establishment – 1948 – printed in the logo and a citrus leaf icon included in the word “Mountain”. Mountain Dew has undergone six logo changes in its 76-year history and the newest version reflects the brand’s heritage while still feeling fresh and relevant. The rebranding aims to appeal to a wide range of consumers, with the company stating that the redesign tested well with Gen Z and millennial consumers, as well as DEW loyalists.
The new logo design is part of Mountain Dew’s effort to reclaim its legacy and create a timeless look that will resonate in both physical and digital spaces. The brand’s distinctive citrus flavor and history as a global cultural phenomenon are celebrated in the new visual identity, which is meant to set the stage for the next 75 years of the brand. The goal is to make Mountain Dew more approachable to consumers while maintaining the essence of what has made the brand successful over the years.
The reinvention of Mountain Dew’s visual identity is seen as an opportunity to embrace the “DO THE DEW” spirit and emphasize the brand’s connection to outdoor adventure. Through extensive research with Mountain Dew fans, the company has sought to create a look that is both nostalgic and contemporary. The green-and-yellow color palette evokes a sense of the great outdoors, while the mountain backdrop and updated logo reinforce the brand’s heritage and longstanding presence in the market. The rebranding is meant to appeal to a broad audience, including loyal Mountain Dew consumers as well as younger generations.
Mountain Dew’s new visual identity represents a balance between honoring the brand’s history and heritage and embracing modern design elements to appeal to a new generation of consumers. The new logo, packaging, and advertising will be rolled out in stores in the coming months, offering fans a fresh take on the iconic brand. Mountain Dew’s leadership team is excited for consumers to see the new look and experience the brand’s legacy in a new and innovative way. The goal is to continue to build on the success of Mountain Dew by connecting with consumers through a visual identity that captures the essence of the brand and its adventurous spirit.
