Mountain Dew Is Getting a New, Old Look

Mountain Dew is finally reclaiming the mountain. 

On Tuesday, the brand revealed its latest brand identity, bringing back the full "Mountain" in its name and dropping the "MTN" abbreviation it adopted in 2009. 

“Born in the mountains, the distinctive citrus flavor of Mountain Dew propelled the brand to become a global cultural phenomenon, giving us a rich history to lean into as we reimagine the next 75 years of the brand," JP Bittencourt, the VP of marketing at Mountain Dew, shared in a statement provided to Food & Wine. "Mountain Dew is reclaiming the mountain with a new logo and visual identity that is synonymous with adventure, celebrating the great outdoors and embracing the 'Dew the Dew' spirit.” 

The new label, designed by PepsiCo Design & Innovation, is meant to convey the soda's timeless, adventurous spirit and features what PepsiCo describes as "relaxed angles" in citrus-inspired colors to "evoke the refreshing taste of drinking a can of Dew" out in the wilderness with your buddies.  

“We’re excited for fans to see the new Mountain Dew, which includes an updated logo that embodies the brand’s origins, a sunny refreshed color palette, and graphic outdoor landscapes unique to the Mountain Dew flavors,"  Mauro Porcini, the SVP and chief design officer at PepsiCo, added. 

And in a nod to its history, the new logo also includes the year 1948, when Mountain Dew was officially established. Even the citrus leaf makes a return, with the tiny icon acting as the dot on the "i." 

“Our team conducted extensive research with Mountain Dew fans to better understand how the brand could be seen as more approachable. We were thrilled to see the ‘nostalgic’ look of the new visual identity combined with the fresh air feel of the great outdoors against the mountain backdrop tested positively and drove positive purchase intent across DEW loyalists, Gen Z, and millennial consumers," Umi Patel, the VP of consumer insights and analytics at PepsiCo Beverages North America, shared.  "We also designed our new look and feel to showcase the full portfolio of flavors, each with a unique citrusy blend, in a way that would resonate with consumers, especially Gen Z who seek out new flavor options.”