Mountain Dew reimagines its logo to embrace its outdoor spirit
From Do the Dew to the crisp flavor wave of Baja Blast, Mountain Dew is more than just another carbonated beverage on the shelf. The citrus forward flavor invites everyone to quench that thirst for a great adventure. As the PepsiCo beverage brand reimagines its logo, that revitalized image celebrates the brand’s connection to the outdoors.
Even though all the new, limited edition flavors get attention, Mountain Dew is more than just buzz. Since 1948, the beverage brand sought to be unique, different, and always refreshing.
While other colas might assert that they are better with food, Mountain Dew is about grabbing the moment, seizing the day, and getting off the couch. As seen in its recent commercials, the visuals show how people acting, doing, or otherwise enjoying the outdoors.
The new Mountain Dew logo will showcase that outdoors spirit. As seen in the imagery, the mountains are predominantly featured. It might not necessarily be the first thing that people notice, the storytelling will become apparent in everything that the beverage brand does.
As VP of Marketing at Mountain Dew, JP Bittencourt said, “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. 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.”
In a way, this idea follows the nostalgia trend that continues to influence the food world. It is more than comfort food or grandma’s recipes. People look fondly at the past and long for that old is new feeling.
Looking at the graphic, the color palette allows the beverage brand to seamlessly fit into any storytelling. While the rugged mountains might appeal to some, others long for the sandy escape. Luckily, Mountain Dew has an option for everyone. It is about enjoying refreshment no matter where the sun shines.
Additionally, the biggest change is that the PepsiCo beverage brand is choosing to spell out “mountain.” With the little citrus leaf dotting the “i,” it is another little Easter Egg to showcase how the brand celebrates its citrus roots.
The new Mountain Dew logo will start rolling out in summer 2025. The changes will appear on packaging and in advertising.