Mountain Dew, PepsiCo’s iconic citrus-flavored soft drink, has undergone an evolution in its branding with a fresh identity for 2025. The new look, created by PepsiCo Design & Innovation, brings back the drink’s full name “Mountain Dew” in place of the abbreviated “MTN DEW,” which was introduced in 2009, to connect with the digital shorthand popular among younger audiences at the time. This return to the full name is not only a nod to nostalgia but also a repositioning for a new generation of consumers, in line with the brand’s “Do the Dew” campaign.
Brand History and Origin of the Name “Mountain Dew”
Mountain Dew was first developed in the late 1940s and initially marketed as a mixer for whiskey, which was a common practice in the South. Its name was a playful reference to “mountain dew,” a term used for homemade whiskey or moonshine in Appalachian culture. PepsiCo acquired the brand in the 1960s, and its intense citrus taste and vibrant branding quickly became a favorite among young consumers, especially those drawn to the thrill-seeking and unconventional.
In the early 2000s, Mountain Dew became associated with extreme sports, as PepsiCo sponsored events like The Dew Tour, a series of extreme sports competitions. This era significantly influenced the identity of Mountain Dew, including the introduction of the abbreviated “MTN DEW” logo in 2009, which highlighted the brand’s alignment with extreme sports, fast-paced lifestyles, and youth culture.
Balancing Nostalgia and Modernity
The identity retains Mountain Dew’s adventurous spirit while embracing its roots. The new logo design is inspired by Mountain Dew’s signature citrus flavor, incorporating shades of yellow and green that allude to the drink’s lemon-lime taste. PepsiCo Design & Innovation has infused the updated design with subtle nods to the brand’s history, such as the curvature in some letters which echoes elements of previous designs from 1969 and 1996.
Notably, the new design is more balanced and cohesive compared to the sharp and edgy look of the 2009 version. The yellow-green wordmark has softer angles, and the letters “t” and “a” are now connected again, as they were in older versions. Small details, like the addition of a leaf as the dot above the “i” and the inscription “Est. 1948” over the letter “w,” give the logo a more grounded feel while signaling Mountain Dew’s heritage.
The full version of the logo shows “Mountain Dew” over a mountain backdrop with sunray-inspired colored stripes. This vibrant imagery will replace the crystal-like design that was previously used on cans, giving the brand a look that reflects both the natural elements and bold energy Mountain Dew aims to embody.
Visual Identity for Digital and Physical Media
The updated brand identity was built with versatility in mind, suited for both digital platforms and physical media. The color palette now includes a more prominent yellow along with deeper, more saturated shades of green and red. This palette evokes one of the brand’s core themes: connecting with the outdoors. This redesign reflects a blend of optimism and energy that speaks to fans of the brand, while also appealing to a new generation that values experiences, adventure, and environmental awareness.
Complementary brand assets like photography further enhance the outdoor theme, building on the adventure-oriented visuals from past campaigns. These assets aim to evoke a sense of energy and positivity, while also maintaining some “extreme” elements, subtly linking the brand’s new direction with its past.
Embracing Nostalgia and Moving Forward
With this design refresh, Mountain Dew appeals to a broader audience by bringing back some nostalgic elements while reshaping the brand for the future. The reintroduction of “Mountain” in the logo taps into consumers’ fond memories. The campaign’s central character, “Mountain Dude,” has a retro style that bridges nostalgia with modern messaging, embodying the adventurous, positive spirit of “Do the Dew.”
In essence, this rebrand is a clear step forward for Mountain Dew, capturing both a sense of familiarity and a bold new visual language for the brand. It celebrates the thrill of nature, the flavor of citrus, and the nostalgia of simpler times, all while welcoming a new era for the brand. PepsiCo’s updated identity for Mountain Dew is positioned to connect with both loyal fans and new generations, marking the beginning of an exciting new chapter for this iconic brand.
