No one tells you that the older you get, the more terrified you become of teenagers.
That is also how I mostly feel about Mountain Dew, at least as a concept. Like its angsty core demographic, it’s all edges and extremes, a foreign country whose language I’ll never comprehend and would prefer to witness from afar. But in its own way, the brand carved out an entirely original identity and maybe even spawned a whole host of dew-thirsty imitators over in the land of energy drinks. At least, that’s what I would have said before PepsiCo’s recently unveiled logo redesign this past week. Now, Mountain Dew says they’re embracing their Appalachian roots and ditching the “MTN” for the FULL Mountain. The new logo even resurfaces some of its 90s past, and since we live in a world hellbent on regurgitating nostalgia and sentimental feels (even for those who didn’t live it), that might make sense.
But let’s not take my word for it! We reached out to a handful of our favorite designers and friends of the site to see what they think about PepsiCo’s latest high-profile redesign for the other green one that’s not Sprite. Here’s what they had to say.
