PepsiCo announced that Mountain Dew has received a rebrand. CNN describes the change as Mountain Dew dropping “its sharply angular font and abbreviated title for imagery that evokes its rustic roots.”

“Celebrating its 75-year mountain roots, the new Mountain Dew visual identity set to start next summer reclaims the iconic brand’s original, adventurous spirit and good times with friends that will inspire the next generation of Mountain Dew drinkers while embracing the Do the Dew spirit,” PepsiCo said in a press release.

Spelling out the word mountain is a “direct link to the origins of the brand, which is the mountains and the outdoors,” said Mauro Porcini, senior vice president and chief design officer at PepsiCo, who led the redesign.

According to Quartz, the beverage hasn’t had the word “mountain” on the label since 2009.

CNN writes that Porcini shared that “in the previous design, we were not very clear in communicating the refreshment cues. It was more about the energy of the sharp angles exploding on the can.” The new identity suggests a “different kind of energy that’s coming from the outdoors,” Porcini said.

Mountain Dew’s “original formula was invented in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, Virginia; Knoxville, Tennessee and Johnson City, Tennessee. The Mountain Dew brand and production rights were acquired by the Pepsi-Cola company in 1964,” according to PepsiCo.

PepsiCo said that “The brand will be launching Baja Cabo Citrus in April 2025, bursting a vibrant medley of tropical lime flavors, mandarin and pineapple notes capturing the essence of a sun-soaked paradise, available in both full sugar and zero sugar.”

Read about evolving taste pallets and how younger generations are searching for exciting flavor profiles in the October 2024 edition of NACS Magazine.