They’re dewing it again.
Mountain Dew revealed their “new visual identity” on Tuesday — including dropping the “MTN” abbreviation it took on in 2009 and bringing back the full “Mountain” to the brand name.
With the name change comes a logo change that’s new yet vintage and will be used for packaging, equipment, advertisements and more, which customers will start to see in stores early next summer.
“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 ‘DO THE DEW’ spirit,” JP Bittencourt, vice president of marketing at Mountain Dew, said in a statement.
The reinvention, created by the PepsiCo design and innovation team, will allow fans to connect with the brand’s long history, adding in that nostalgia factor that everyone can’t get enough of.
Over the past 76 years, Mountain Dew has gone through six logo changes, and the newest one most resembles the logos of Mountain Dew past. The year of establishment — 1948 — will be printed in the points of the “W” and the “i” in the full word “Mountain” will be dotted with a citrus leaf icon.
“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,” Bittencourt said.
The green-and-yellow color palette along with the designs of a mountain backdrop acts as a “celebration of the great outdoors.”
After doing extensive research with Mountain Dew fans, the company hopes to make itself “more approachable,” Umi Patel, VP of consumer insights and analytics at PepsiCo Beverages North America, said, noting that the nostalgic look of their redesign tested well with Gen Z and millennials as well as “DEW loyalists.”
“With this new visual identity, Mountain Dew is reclaiming its legacy with a timeless look designed to elevate both the physical and digital spaces the brand adventures in,” Mauro Porcini, senior vice president and chief design officer at PepsiCo, said.
“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.”