Mountain Dew is finally reclaiming the mountain.
On Tuesday, the brand revealed its latest brand identity, bringing back the full “Mountain” in its name and dropping the “MTN” abbreviation it adopted in 2009.
“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,” JP Bittencourt, the VP of marketing at Mountain Dew, shared in a statement provided to Food & Wine. “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 ‘Dew the Dew’ spirit.”
The new label, designed by PepsiCo Design & Innovation, is meant to convey the soda’s timeless, adventurous spirit and features what PepsiCo describes as “relaxed angles” in citrus-inspired colors to “evoke the refreshing taste of drinking a can of …