Mountain Dew is embracing a fresh look that blends nostalgia with nature. After nearly two decades of sporting a sharp, angular logo, the iconic soda brand is bringing back the word “mountain” to its visual identity, ultimately replacing its edgy energy drink vibes with a softer, nature-inspired aesthetic that reflects its rustic origins. But what exactly prompted the makeover? Read on to discover the details of Mountain Dew’s new logo design and how it aims to help address the decline in soda sales and shifting consumer preferences.
PepsiCo Unveils New Mountain Dew Logo
PepsiCo, the parent company of Mountain Dew, unveiled the soda brand’s new logo and packaging on October 9th. As mentioned above, the latest design features a return of the full brand name “Mountain Dew” on cans and bottles, replacing the abbreviated version MTN DEW that was introduced in 2009. In addition to the return of “Mountain”, the new logo now features a more rustic and organic aesthetic that aligns with the brand’s origins.
Mauro Porcini, senior vice president and chief design officer at PepsiCo who led the redesign, told CNN that bringing back the word “mountain” to the logo is a “direct link to the origins of the brand, which is the mountains and the outdoors.”
The new logo also pays homage to Mountain Dew’s origins in 1948, when it was first created as a mixer in the Tennessee Smoky Mountains. Additional design elements include a leaf dotting the “i” and a mountainous backdrop featuring citrus-inspired yellow hues, which, according to Porcini, reflect the beverage’s fruity flavor.

Longtime Mountain Dew fans may notice that the new logo bears a slight resemblance to the version from the 1990s. However, Porcini explained that it has been “modernized” with a three-dimensional feel and softened angles, giving it a more contemporary appearance.
Porcini admitted that the previous design didn’t effectively communicate the brand’s refreshment cues, as it focused more on the energetic, sharp angles bursting off the can. Moreover, while Mountain Dew has traditionally been marketed as an energy drink due to its high sugar and caffeine content, the new design aims to evoke a “different kind of energy” inspired by the outdoors, Porcini explained.
Mountain Dew’s new logo and packaging fit seamlessly with the brand’s latest campaign that introduces the Mountain Dude, a new character that encourages Gen-Z to peel their eyes from screens and enjoy the outdoors.
Why Did Mountain Dew Update Its Logo?
Mountain Dew’s new logo arrives amid declining demand for PepsiCo’s beverages in North America, particularly a significant drop in Mountain Dew’s sales. According to figures from Beverage Digest, a trade publication cited by CNN, demand for Mountain Dew has decreased by 7% in the first half of 2024. So it’s clear that the update to Mountain Dew’s visual identity is part of PepsiCo’s broader effort to revitalize the brand, aiming to appeal to the evolving consumer landscape and ultimately boost sales.
In a statement via USA Today, Umi Patel, vice president of consumer insights and analytics at PepsiCo Beverages North America, said that the company’s design and innovation team wanted to create a “more approachable” visual identity for Mountain Dew and the resulting “nostalgic” look “tested positively and drove positive purchase intent across Dew loyalists, Gen Z, and millennial consumers.

Moreover, JP Bittencourt, vice president of marketing at Mountain Dew, said in an interview with CNN that they’re also hoping that Mountain Dew’s recent makeover will attract drinkers who have forgotten about the soda. “[Mountain Dew saw] huge lifts with our most ardent fans and, equally important, with those who have not tried us in some time,” said Bittencourt.
Lastly, while smaller competitors like Poppi and Olipop are gaining traction, Mountain Dew’s design update is not a direct response to their growing popularity. According to Bittencourt, the rebranding is more about the “evolution and nurturing” that they wanted to give to Mountain Dew. “This design has been in the works for some time, so this is not a response to anybody,” he explained.