Mountain Dew, which in recent years has expanded into the alcohol industry, has announced a new logo, the first of such change for the soda brand since 2009.
The new logo is meant to better connect younger generation with the brand’s history with the outdoors.
“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,” says 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.”
The official rollout of the new visual identity will take place next summer.
“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,” says 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.”
Packaging begins hitting shelves as early as May 2025.
“Our team conducted extensive research with Mountain Dew fans to better understand how the brand could be seen as more approachable,” says 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.”