Mountain Dew has returned to its folksy roots. Its new branding leaves behind the flat, fractally-sharp graphics introduced in 2009 and reintroduces wider, shape-mated lettering that could have been lifted from doodles in a 1970s spiral-bound school notebook.
Background visuals now include mountains, evergreens, a waterfall, a flowing stream, and sunrays emerging from behind the lettering. The birth-year for the drink is also worked in as another heritage touch-point.
It’s a complicated look composition, similar to that found on in some beer branding, but the green and yellow palette keeps the drink tied to the lemon-lime category (as does the tiny citrus leaf tucked in as the dot over the “i” in “Mountain).