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After 14 years as MTN DEW, the brand is turning over a new leaf and going back to its roots as Mountain Dew. We created a new visual identity that celebrates our heritage while boldly looking ahead, with inspired landscapes, nods to our fruity flavor portfolio, softer angles, and refreshed colorways. Our team brought all the flavor, refreshment, and outdoorsy optimism of Mountain Dew to this approachable and adventurous new look.

Mountain Dew had long been synonymous with high-energy beverages, action sports, and gaming culture. But as younger Millennials and Gen-Z audiences sought more inclusive and uplifting brands, the brand risked feeling too niche and too extreme. We saw an opportunity to reconnect through a more optimistic lens: outdoors, good times, and immersive flavor worlds. We aimed for a nostalgic, yet modern visual identity rooted in natural refreshment, turning a once-polarizing brand into one that invites everyone in and honors our legacy DEW drinkers. As a key business priority, we assembled an internal task force to deliver one of the biggest brand updates in recent history. We successfully launched the rebrand in under a year.

Nostalgia was our North Star throughout this redesign. The new logo shifts away from the sharp, extreme energy of the previous brand mark. We reintroduced the full Mountain Dew name, softened the wordmark’s angles, and added a citrus leaf icon over the “i” to highlight flavor. We included the brand’s founding year to reinforce heritage and build trust. Inspired by vintage WPA National Parks posters, our packaging artwork and other supporting elements embrace an outdoorsy feel with stylized landscapes and sunburst patterns that evoke refreshment and exploration. A new color system brings in sunlit yellows, energetic blues, and richer greens, while each flavor is anchored in a “V” formation, giving prominence to taste in every scene.

This rebrand marks one of the most significant shifts in Mountain Dew’s history. Consumer testing showed that the updated visual identity increased purchase intent and associations with refreshment, taste, and fun. The new design successfully reframes Mountain Dew as more inviting, more flavorful, and more in tune with today’s culture, while still respecting what Dewnation (the brand’s diehard fanbase) loves most.

With retro-modern design and inviting outdoor aesthetics, Mountain Dew is ready to refresh a whole new generation.

The logo and overall brand vis were updated to give the brand a more palatable, fresh look and feel for consumers who felt like our brand image was too extreme, unhealthy and polarizing, while still wanting to maintain our core consumer base who know and love the product. We shifted away from the hard-edge, extreme angle logo and introduced a version which references our heritage logo that our core consumers know and love, with the fully spelled out “Mountain” to honor our brands history. Through testing, we found that consumers gravitated towards not only the fully spelled out Mountain, but also gravitated towards the more retro, nostalgic look and feel of some of our original logos. Taking those learnings to heart, we updated the overall logo shape and letter forms to reference those nostalgic logos, but with a modern look and feel to keep our brand relevant while still playing into those nostalgic themes that consumers know and love. We added the established date within the logo as we found it builds trust with consumers who find comfort in knowing the product has been around for so long. We refreshed the colors of the logo to speak to the four fruits that make up the flavor of Mountain Dew, lemon, lime, grapefruit and orange as a way to highlight flavor within our logo, with the leaf above the “I” to further indicate flavor. The rebrand was a hybrid of in-house and agency efforts as well as working with type designer Jeremy Mickel to help craft the letter forms within the mark. The result is a bold, energetic, and nostalgic vis that champions our heritage and feels more trustworthy with consumers old and new.