Mountain Dew aims to “reclaim its legacy” with mountain-focused rebrand

Beverage firm PepsiCo has unveiled a rebrand of its Mountain Dew drink with a brand new brand and packaging targeted on its mountain roots.

The model’s first redesign since 2009 goals to put the mountain on the core of the drink’s identification, with the panorama included into the branding and the phrase mountain added again into the emblem.

“With this new visible identification, Mountain Dew is reclaiming its legacy with a timeless look designed to raise each the bodily and digital areas the model adventures in,” stated PepsiCo chief design officer Mauro Porcini.

“We’re excited for followers to see the brand new Mountain Dew, which incorporates an up to date brand that embodies the model’s origins, a sunny refreshed shade palette, and graphic out of doors landscapes distinctive to the Mountain Dew flavors.”

PepsiCo’s design crew changed the summary mountain shapes in Mountain Dew’s earlier branding with cartoon-like inexperienced mountains topped with snow.

The up to date brand was knowledgeable by earlier designs used within the Seventies, 80s and 90s and consists of the phrase mountain, which was beforehand styled as Mtn.

Pepsi unveils “unapologetic” brand targeted on model’s heritage

To additional draw consideration to the heritage of Mountain Dew, which was first made within the Forties and trademarked in 1948, the date was established was included into the emblem.

A citrus leaf define was used for the dot of the i as a touch to the flavour.

All through the branding, curved traces change the beforehand angular look, whereas an up to date color palette has calmer tones of inexperienced with an added shiny yellow as a nod to the citrus flavour.

In keeping with the model, the goal was to emphasize that Mountain Dew is “synonymous with journey”.

“Born within the mountains, the distinctive citrus taste of Mountain Dew propelled the model to turn into a world cultural phenomenon, giving us a wealthy historical past to lean into as we reimagine the subsequent 75 years of the model,” stated Mountain Dew vp of selling JP Bittencourt.

“Mountain Dew is reclaiming the mountain with a brand new brand and visible identification that’s synonymous with journey, celebrating the nice outside.”

Mountain Dew is the most recent model to be redesigned by the PepsiCo crew following Pepsi and 7Up, which had been each rebranded final yr. Pepsi’s rebrand drew by itself Nineties look, whereas 7UP aimed to strengthen the uplifting nature of the model with its renewed design.