A wave of nostalgia is sweeping through corporate America as major brands return to their roots, with Mountain Dew becoming the latest to embrace retro-inspired design. The beverage giant announced its first major brand refresh since 2009, planning to “reclaim the mountain” with a visual identity that harkens back to its 76-year heritage.

This strategic pivot to vintage-inspired branding reflects a broader industry trend. Pepsi recently ditched its modern logo for a simplified design that echoes its past, while Burger King recently made headlines by eliminating the blue swoop it added in 1999 in favor of a more classic look. Coca-Cola has been consistently leveraging its heritage, featuring its iconic script logo and vintage-inspired packaging across campaigns. Even in the fashion sector, Levi’s has amplified its historical appeal, while sportswear giants Adidas and Nike regularly release retro-inspired collections that capitalize on decades-old designs.

The attraction to vintage aesthetics isn’t just about looking backward. According to Umi Patel, VP of consumer insights and analytics at PepsiCo Beverages North America, the nostalgic approach has tested particularly well with Generation Z and millennial consumers. Mountain Dew’s new design incorporates elements from its past, including the reintegration of the word “mountain” and a nod to its founding date of 1948, when it was created as a mixer in the Tennessee Smoky Mountains. The updated logo also hints at this and utilizes vintage travel poster-inspired mountain imagery, and citrus-themed colors evocative of the brand’s outdoor heritage.

This trend toward heritage-inspired branding reflects consumers’ desire for authenticity and familiarity in an increasingly digital world. As brands compete for attention in a crowded marketplace, the strategic use of nostalgia has emerged as a powerful tool for creating emotional connections with consumers while maintaining brand relevance for future generations.