Mountain Dew is set to undergo an exciting logo transformation! Beginning in the spring of 2025, the iconic beverage brand will unveil a fresh new logo that pays homage to its classic roots while incorporating a modern twist. PepsiCo recently announced this rejuvenation, signaling a commitment to revitalizing Mountain Dew’s visual identity. The updated logo evokes nostalgia for those of us who grew up in the ’90s, all while preserving key design elements from various previous logos. Notably, it will feature “Est. 1948,” a tribute to the brand’s enduring legacy since its inception.
In this redesign, it seems that the familiar MTN DEW branding may be phased out in favor of this refreshed aesthetic, especially with the transition starting in spring 2025. However, it remains to be seen if this change will extend to their gamer flavors. Overall, this logo makeover promises to breathe new life into the Mountain Dew brand, appealing to both longtime fans and a new generation of consumers eager to experience the vibrant spirit of this beloved drink!
“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,” said VP of Marketing at Mountain Dew, JP Bittencourt. “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.”
“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,” said SVP and Chief Design Officer at PepsiCo, Mauro Porcini. “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.”
“Our team conducted extensive research with Mountain Dew fans to better understand how the brand could be seen as more approachable,” said VP of Consumer Insights and Analytics at PepsiCo Beverages North America, Umi Patel. “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. 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.”
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