Mtn Dew Changes Its Name Back to Mountain Dew
The yellow-green soda is ‘reclaiming the mountain.’
Photo courtesy of Mountain Dew
File this one under “Everything old is new again.” Mountain Dew has announced that it’s launching a brand refresh that includes a “new visual identity,” including a logo that will reintegrate the bright yellow-green soda’s full name.
In other words: So long, MTN. Hello again, Mountain.
In a move it describes as “reclaiming the mountain,” the citrusy soda’s new logo and visual identity — which features stylized images of spruce trees, flowing streams and waterfalls, snow-capped mountains and sun-streaked skies — aims to be “synonymous with adventure,” evoking “the great outdoors and good times with friends,” according to the brand.
The new logo also centers the brand’s long history, integrating a nod to its origins with the phrase “Est. 1948.” And speaking of history, the update is the brand’s first since 2009, when “MTN” became a thing and “Mountain” receded on the horizon, only to reappear again now.
“This new visual identity is a fresh take on the Mountain Dew legacy and the vibrant design will immerse fans in the world of Mountain Dew, connecting today’s generation with our brand’s history of enjoying life outside and embracing the DO THE DEW spirit,” the brand says.
Announced this week, the lemon-lime-ish soda’s retro new look and feel will roll out in earnest next summer, with the new packaging appearing on retail shelves as soon as May 2025.
Mauro Porcini, SVP and chief design officer at PepsiCo, the brand’s parent company, says that, with the new “timeless” look, Mountain Dew is “reclaiming its legacy.”
“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,” Porcini adds.
The fresh yet “nostalgic” look was developed with an eye toward approachability and to appeal to a wide variety of Mountain Dew fans, says Umi Patel, VP of consumer insights and analytics at PepsiCo Beverages North America.
Patel says the look tested positively with “DEW loyalists, Gen Z, and millennial consumers,” adding that the brand is also aiming "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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