Mountain Dew boasts a revamped visual identity that oozes nostalgia for the cold drink’s loyalists. This makeover follows Mountain Dew’s TV commercial character, ‘Mountain Dude,’ who encouraged the brand’s enthusiasts to get off their donkey and get into the outdoors, particularly the Mountain.
JP Bittencourt, Vice President of Marketing at Mountain Dew, said that being born in the mountains, the distinctive citrus flavor of Mountain Dew propelled the brand to become a global cultural phenomenon. “It’s giving us a rich history to lean into as we reimage the next 75 years of the brand.”
Bittencourt believes nothing is more powerful than how they show up on the shelf and talk about the brand from a logo and iconography system. “As we took stock of where we were, we felt it was important to do a refresh and make a meaningful change on our visual identity system.”
The executive added that Mountain Dew wants to evolve with its consumers. “Mountain Dew is an iconic brand that people associate with memories of having fun with friends, so it’s important to make sure our look and feel resonates with our fans and that we continue to drive this message home.”
Mauro Porcini, PepsiCo Chief Design Officer, said Mountain Dew is reclaiming its legacy with its new visual identity. It’s a timeless look designed to elevate the physical and digital spaces the brand adventures in. Mountain Dew’s updated logo embodies the brand’s origins, a sunny refreshed color palette, and graphic outdoor landscapes unique to the Mountain Dew flavors.
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