- Mountain Dew is updating its logo and visual identity with a new look designed to reclaim the mountain. The logo is intended to both illustrate the brand’s citrus flavor while celebrating the great outdoors.
- The new visual identity is aimed connecting Gen Z and millennial consumers with the brand’s history and iconic tagline “DO THE DEW.”
- The new look will begin showing up on shelves in May 2025.
Mountain Dew’s new logo comes out of research on how the brand could be more approachable and revealed that a nostalgic approach really resonated with consumers, particularly with brand fans, Gen Z and Millennial consumers. The new look aims to be timeless, embodying the brand’s origins and its connection to 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,” said JP Bittencourt, VP of Marketing at Mountain Dew, in a comment shared with Brand Innovators. “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 rebrand comes after the PepsiCo brand refocused its branding through the lens of a new spokes character, “The Mountain Dude.” The new character, a burly, bearded mountain man, is meant to embody the brand as an “ultimate fan and champion of doers.” He has shown up in a number of television commercials for the brand, shaking young people out of their staid routines and living their lives by playing sports in mountainous territories. The rebrand comes on the heels of Pepsi rebranding its iconic logo last year. The update, which is inspired by the product’s past and future, was the first redesign for the brand since 2008.
