A rebrand is one of the biggest decisions a business makes about how it presents itself. Done well, it can refresh a tired brand, reflect how a company has grown, or reposition it for a new audience. Done badly, it can confuse loyal customers and erase years of recognition.
Why businesses rebrand
Good reasons include:
- The business has changed — new products, new markets, new direction
- The brand looks dated next to competitors
- The identity does not work in modern contexts, like small screens and social avatars
- A merger, acquisition or name change
- The brand no longer reflects the business’s positioning or price point
Weaker reasons include boredom, a new manager wanting to make a mark, or following a trend.
Lessons from rebrands that went wrong
Tropicana, 2009
Tropicana replaced its familiar packaging — an orange with a straw stuck in it — with a clean, minimal design featuring a glass of juice. The new look was modern, but it removed the elements shoppers used to recognise the brand. Many people reportedly struggled to find their usual juice, sales fell sharply, and the company brought back the original packaging within about two months.
The lesson: know which elements your customers rely on to find you, and do not remove them lightly.
Gap, 2010
Gap introduced a new logo that replaced its iconic blue box with a generic typeface and a small gradient square. The public reaction online was swift and negative, and the company returned to its original logo within about a week.
The lesson: a logo with years of recognition behind it is an asset. Replacing it with something generic throws that away.
What successful rebrands tend to do
Evolve rather than replace
Many of the most successful rebrands are evolutions. They keep the core recognisable elements — a shape, a colour, a symbol — and refine everything around them. Customers feel the brand has grown up, not disappeared.
Start from strategy
Successful rebrands are driven by a clear reason. They solve a real problem: a new position, a new audience, a business that has outgrown its look.
Simplify for modern use
Many recent rebrands have simplified logos to work at small sizes on screens. Fewer details, cleaner shapes, more flexible systems.
Roll out thoughtfully
Changing every touchpoint at once is expensive. Planned roll-outs prioritise what customers see most, and explain the change where needed.
An example
Jupiter Coffee‘s rebrand set out to reposition the company in a competitive coffee market with a fresh, modern identity that still communicated a commitment to quality and craftsmanship. The new logo and packaging were designed to feel more current without losing the brand’s sense of care.
Before you rebrand
- Audit your brand assets. What do customers recognise? What can you not lose?
- Talk to customers. What do they associate with you?
- Define the problem. What exactly should the rebrand solve?
- Decide evolution or revolution. Most businesses benefit from evolution.
- Plan the roll-out. Packaging, signage, digital, print — in what order?
If you are considering a rebrand and want an honest view on how much to change, get in touch.