Rebrands

Rebrands refer to strategic efforts to alter the identity and presentation of a brand in order to influence perception, differentiation, and market position. They can range from a lightweight brand refresh—updating logos, colors, typography, and messaging—to a full brand overhaul that includes changes to the name, business strategy, and customer experience. Rebrands are typically undertaken in response to changes in the market, corporate strategy, or reputation needs.

Key drivers include mergers and acquisitions, entering new markets, product diversification, shifts in audience or competitive landscape, and efforts to recover from negative associations or to signal a strategic pivot.

Core components include name (when applicable), visual identity (logo, color palette, typography), brand voice and messaging, design systems for communications and packaging, and alignment across touchpoints such as websites, stores, packaging, and advertising.

Process generally involves research and discovery, strategy development, design and testing, implementation planning, and a staged rollout with internal alignment and external launch. Measurement focuses on brand equity, awareness and perception, customer engagement, and, where relevant, financial performance.

Notable cases include Coca-Cola’s New Coke (a failed product rebrand in 1985), Tropicana’s 2009 packaging redesign which prompted a rollback, and Gap’s 2010 logo change that was abandoned after swift public backlash. These examples illustrate the importance of research, testing, and clear rationale in branding decisions.