Mountain Dew updates its look with a “new visual identity” that, among other things, switches from “Mtn Dew” to “Mountain Dew” on its logo and drinks.
According to Mountain Dew, the new look “[reclaims] the mountain” and pushes a “visual identity that is synonymous with adventure, captures the soda’s refreshing citrus-kick, and celebrates the great outdoors and good times with friends.”
The updated appearance will hit stores (and advertisements) starting in the summer of 2025.
The previous logo (and spelling which I will not miss) was more indicative of the brand’s embrace of “extreme” sports and a different generation. The new theme is meant to appeal to Gen Z as told by Umi Patel, VP of Consumer Insights and Analytics at PepsiCo Beverages North America, “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. 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.”
Here’s a look at Mountain Dew logos over the years:
As you can see, the new logo has more in common with the older logos (particularly the 1996 logo) with a bit of a retro-forward feel.
It’ll be interesting to see how the new look meshes with the Game Fuel line aimed at video gamers.
Photos via Mountain Dew.
