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In the dynamic world of business and branding, companies often find themselves facing the need to adapt and reinvent themselves to stay relevant and captivating in the eyes of consumers. The process of rebranding offers a unique opportunity to breathe new life into a business, revitalise its image, and forge stronger connections with its target audience. Throughout history, several remarkable rebrands have not only caught our attention but also left a lasting impact on the industries they operate in.
In this blog, we will delve into some of our team's favourite rebrands of all time, exploring the transformative journeys undertaken by well-known companies. From iconic names like Lego and Burberry, to household favourites such as Fanta and Opal Fruits, each rebrand represents a fascinating case study in a strategic brand evolution.
By examining these successful rebranding stories, we can gain valuable insights into the power of visual identity, messaging, and brand experience in shaping consumer perceptions. Furthermore, we will explore the strategies and creative decisions that played a crucial role in these rebrands, uncovering the key elements that contributed to their enduring success.
Join us as we embark on a journey through rebranding, celebrating the triumphs of innovation, community-building, nostalgia, and market expansion. Let's discover together why these particular rebrands have secured their place as our favourites, inspiring and informing businesses worldwide.
When Airbnb embarked on its rebranding journey, it aimed to create a stronger brand identity that resonated with its global community of hosts and guests as it had outgrown its overnight-created brand identity. The company recognised the need for a more modern and versatile logo reflecting its evolving vision and values. They sought a design that would symbolise both the spirit of belonging and the sense of adventure that Airbnb offers to its users.
The centrepiece of Airbnb's rebranding was the introduction of a new logo in 2014. The logo, often referred to as the "Bélo," is a stylised combination of a pin drop and a heart symbol. Its minimalistic and versatile design allows it to adapt to various contexts while retaining its recognisability. The logo was met with mixed reactions initially, but over time, it became synonymous with Airbnb and its ethos of connecting people through unique travel experiences.
The new logo not only brought a fresh and contemporary look to the brand but also conveyed a sense of inclusivity and belonging. It aimed to evoke feelings of warmth, hospitality, and ultimately stayed focused on the joy of exploration. By embracing a distinctive symbol rather than a literal representation, Airbnb opened the door to creative interpretations and user engagement, making the logo a visual conversation starter.
In addition to the visual rebranding, Airbnb placed a strong emphasis on fostering its global community. The brand recognised that its hosts and guests were at the heart of its success, and it sought to create a sense of belonging and shared experiences. Airbnb implemented various initiatives, such as local meetups, host rewards, and user reviews, to nurture its community and encourage authentic connections.
By actively engaging with its users and showcasing their stories, Airbnb effectively positioned itself as more than just a platform for accommodations—it became a facilitator of meaningful connections and cultural exchanges. This community-centric approach not only enhanced Airbnb's brand identity but also fostered trust and loyalty among its users, contributing to its continued growth and success.
The rebranding efforts of Airbnb demonstrate the power of visual identity and community-building in shaping a brand. The new logo, with its modern and versatile design, became a recognisable symbol of the company's values, while the focus on community solidified Airbnb's position as a leader in the sharing economy. Together, these elements helped Airbnb create a stronger brand identity that resonated with its global audience and propelled it to become a household name in the travel industry. Airbnb’s success from this rebrand came from their insights into their users and how they could use the platform. We love consumer insights and if you’ve seen other bits of our work you know we are big on Behavioural Science, to find out more about how we use it in our work head over to our website.
In the world of confectionery, few rebrands have stirred up nostalgia and excitement quite like the return of Opal Fruits. Originally introduced in 1960, the fruit-flavoured chewy candy won the hearts of consumers with its unique flavours and catchy jingle. However, in 1998, the brand underwent a global rebranding effort and was renamed Starburst to align with a unified global identity.
Fast forward to recent years, and Opal Fruits made a triumphant comeback. The decision to revert to its original name was driven by a desire to tap into the emotional connection and fond memories that consumers had with the brand. The rebranding to Opal Fruits represented a return to the roots, celebrating the heritage and authenticity that had endeared the candy to generations of fans.
The rebranding of Opal Fruits to its original name successfully captured the attention of consumers and sparked conversations across social media platforms and nostalgic communities. The rebranding efforts showcased a brand that respected its history while embracing a fresh and modern image.
Opal Fruits cleverly retained its distinct flavours and playful packaging, blending nostalgia with a contemporary appeal. The candy's iconic tagline, "Made to make your mouth water," remained intact, evoking the same sense of anticipation and joy that had made Opal Fruits a beloved treat. The rebranding struck a balance between preserving the essence of Opal Fruits and infusing it with renewed energy to captivate both loyal fans and a new generation of candy enthusiasts. It serves as a reminder that sometimes, going back to the roots can pave the way for a successful future.
Lego, originally known for its interlocking plastic bricks, underwent a remarkable transformation from being perceived solely as a children's toy to becoming a beloved cultural icon embraced by people of all ages. This shift in perception was a result of Lego's strategic rebranding efforts, which aimed to showcase the endless possibilities and creative potential that the brand offered.
Over the years, Lego expanded beyond traditional building sets and developed a range of diverse products, including licensed sets featuring popular franchises like Star Wars and Harry Potter. This expansion allowed Lego to tap into the nostalgia of adult fans and create a community of enthusiasts who appreciated the brand beyond its initial target audience.
Lego's rebranding efforts were driven by its desire to broaden its target audience and showcase the brand's versatility. The company focused on several key strategies to achieve this expansion. First, Lego actively engaged with adult fans through events, online communities, and partnerships, acknowledging and celebrating their creativity and passion for the brand, those involved in this group are known as self-identified AFOLs (Adult Fan of Lego). This approach not only deepened the connection with existing fans but also attracted new adult consumers who discovered the joy of Lego.
Additionally, Lego recognised the potential of collaborating with popular franchises and intellectual properties. By acquiring licences and releasing sets based on beloved movies, TV shows, and characters, Lego expanded its product range and captured the interest of fans from different fandoms. This strategic move allowed Lego to position itself as not just a toy but also a collector's item and a platform for storytelling.
The successful rebranding of Lego played a pivotal role in cementing its position as a cultural icon and solidifying its place in popular culture. Through its reimagined branding, Lego became synonymous with creativity, imagination, and the power of play. The brand's versatility and ability to adapt to different themes and franchises made it a canvas for storytelling and a medium for self-expression.
The impact of Lego's rebranding efforts can be seen in its immense popularity and the dedicated following it has gained. Lego sets and creations are now not only enjoyed by children but also admired by adults who appreciate the intricacy, craftsmanship, and nostalgic value of the brand. Lego's presence in movies, video games, and social media further reinforced its status as a cultural icon and elevated its brand appeal.
The transformation of Lego from a children's toy to a cultural icon showcases the significance of a successful rebranding effort. By expanding its target audience, introducing new products, and positioning itself as a platform for creativity and storytelling, Lego secured its place in popular culture and captured the hearts of millions around the world.
Fanta, the popular carbonated soft drink, embarked on a rebranding journey to refresh its image and appeal to a younger audience. The rebranding efforts aimed to inject a sense of vibrancy, excitement, and fun into the brand's identity. Fanta recognised the importance of staying relevant in a competitive market and sought to capture the attention and loyalty of a new generation of consumers.
One of the key elements of Fanta's rebranding was the introduction of a new packaging design. The brand embraced bold and vibrant colours, playful graphics, and dynamic typography to create visually appealing and engaging packaging that stood out on store shelves. The new packaging radiates energy and creativity, reflecting the fizzy and lively nature of the beverage itself.
The impact of the new packaging design was significant. It caught the eye of consumers, especially the target younger audience, who were drawn to the bright and fun aesthetic. The revamped packaging not only refreshed Fanta's visual identity but also conveyed a sense of excitement and enjoyment associated with the brand.
Fanta's rebranding efforts were strategically aimed at capturing the attention and loyalty of a younger demographic. By embracing a new, fun, and colourful packaging design, Fanta successfully repositioned itself as a beverage choice that resonated with the preferences and aspirations of the younger audience.
Fanta became associated with moments of joy, self-expression, and a carefree spirit. The rebranding efforts helped Fanta shed its previous image and appeal to their new younger audience seeking products that reflected their lifestyle and desire for memorable experiences.
Additionally, Fanta leveraged social media platforms and influencer collaborations to further enhance its appeal. By creating engaging content and interactive experiences, Fanta successfully built a community around the brand, fostering a sense of belonging and allowing consumers to actively participate in the brand's narrative.
The new, fun, and colourful packaging design, along with strategic marketing efforts, enabled Fanta to refresh its image and establish a strong connection with the audience. By embracing a vibrant and engaging brand identity, Fanta successfully positioned itself as a beverage of choice for those seeking enjoyment, self-expression, and a sense of fun in their lives.
Burberry, the renowned British luxury fashion brand, embarked on a notable rebranding journey that involved an "un-branding" strategy. The brand sought to distance itself from the overexposure and associations with counterfeit products that had diluted its exclusivity. Burberry aimed to reintroduce itself as a brand with renewed authenticity and luxury, resonating with both existing customers and new audiences. Also, there was a creative shift in the company as Daniel Lee took over as the new Creative Director, the rebrand was a representation of his vision of the brand and the direction he was going to take Burberry in.
As part of its rebranding efforts, Burberry made a significant change to its logo design. The previous logo, a clean and modern sans-serif font, was replaced by a classic serif font. This switch marked a departure from the prevailing trend of minimalistic logos and signified a return to a more traditional and heritage-inspired aesthetic. The team spoke about what this change in font meant and their opinions on Burberry’s rebrand in more detail, check out the blog here.
Burberry's rebranding efforts aimed to infuse the brand with personality and nostalgia. By reintroducing a classic serif logo and embracing heritage-inspired elements, Burberry tapped into its long-standing association with British craftsmanship and timeless fashion. The rebrand evoked a sense of authenticity and sophistication that resonated with consumers seeking a connection to the brand's rich history.
Furthermore, the rebrand allowed Burberry to showcase its personality and differentiate itself in the competitive luxury fashion market. The introduction of the classic serif logo and the incorporation of heritage patterns and designs in their collections helped Burberry stand out and create a unique brand identity. The rebranding efforts not only appealed to existing customers but also attracted new audiences who appreciated the brand's blend of tradition and modernity.
If you are a designer or interested in design you will know the Adobe package like the back of your hand. The leading software company embarked on a rebranding effort for its Creative Cloud suite of applications. The aim was to create a more cohesive and unified brand identity that reflected the seamless integration of its various creative tools. Adobe recognised the importance of presenting the Creative Cloud as a comprehensive and interconnected ecosystem of software products.
The rebranding approach involved streamlining the visual elements, messaging, and user experience across the entire Creative Cloud suite. Adobe sought to create a more consistent and user-friendly brand experience that would resonate with both professional creatives and individuals looking to explore their creative potential.
As part of the rebranding effort, Adobe achieved a sleeker and more unified look for the Creative Cloud. The visual elements, such as the logo and icons, were refined to create a harmonious and cohesive aesthetic. The design language was simplified, with a focus on clean lines, modern typography, and a consistent colour palette, creating a visually cohesive and recognisable brand identity.
The user interface of the Creative Cloud applications was also updated to align with the new brand direction. The interface design became more intuitive and user-friendly, allowing for a seamless experience when working across different applications within the Creative Cloud suite. This unity in design and user experience enhanced the overall perception of Adobe's products and improved usability for its vast user base.
From a user experience perspective, the rebranding efforts aimed to improve the overall usability and accessibility of the Creative Cloud suite. The consistent design language and streamlined user interface made it easier for users to navigate between different applications, enhancing productivity and workflow efficiency. The rebranding showcased Adobe's commitment to providing a seamless and integrated creative environment, empowering users to bring their creative visions to life. Interested in how we’ve helped businesses develop their brands? Check out our portfolio of work on our website.
Rebranding plays a pivotal role in shaping the identity and perception of a brand. In the case of Airbnb, the focus on community and a modern logo helped create a stronger brand identity. Starburst rebranded back to its original name, ‘Opal Fruits’, to create an emotional and nostalgic connection to its audience. Lego's transformation from a children's toy to a cultural icon showcased the brand's adaptability and ability to capture the hearts of people across generations.
Fanta's rebranding efforts, including a new packaging design, successfully appealed to a younger audience, while Burberry's reintroduction of its classic serif logo signalled a shift towards designs with personality and nostalgia. Adobe's rebranding of the Creative Cloud created a more unified and seamless experience for users.
These examples demonstrate that rebranding can breathe new life into a brand, attract new audiences, and strengthen connections with existing customers. It is crucial for brands to evolve and adapt to changing consumer preferences and market dynamics. By embracing rebranding strategies that align with their goals and values, brands can create a lasting impact, enhance brand perception, and drive business success.
Rebranding is not a mere visual makeover; it is a strategic effort to redefine a brand's identity, stay relevant, and connect with consumers on a deeper level (i.e. Together’s bread and butter). As brands continue to evolve and innovate, we can expect more exciting rebranding stories that shape the landscape of the business world.
If you’re looking for a brand refresh and to put consumer insights at the heart of what you do, speak to us today.
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