Why A Lot of Rebrands Fail
Why A Lot of Rebrands Fail
We’re a brand design studio, so you’d think we’d be the first to tell you that a rebrand is always a good idea. But here’s our hot take: a lot of rebrand efforts fail, and many more don’t return enough on investment to have been worthwhile. And we’re not afraid to share that opinion on Discovery Calls when approached by prospective clients.
When Rebrands Go Wrong
Rebrands tend to flop when they’re unnecessary, out of touch with their target audience, or poorly executed. Even the biggest brands in the world aren’t immune—let’s review some notable wins and losses in the brand world from the last couple of decades:
The ones that took an L (or at least haven’t paid off yet)—
JAGUAR’S REBRAND (2024):
In an effort to modernize, Jaguar unveiled an ultra-minimalist logo, stripping away its iconic leaping jaguar emblem in favor of a flat, stark wordmark. While meant to signal a sleek and futuristic identity, the rebrand lost much of the heritage and prestige that made Jaguar recognizable. The jury’s still out, but I wouldn’t bet on this being a success.
GAP’S LOGO CHANGE (2010):
GAP unveiled a new logo that felt sooo corporate and basic, instantly alienating longtime customers who loved the brand’s nostalgia. The company spent $100 million on the rebrand………..only to revert to the old logo within a week due to overwhelming backlash. Woof. Some target market research done ahead of time could have informed decision makers about whether this effort was actually necessary in the first place (just because it’s been a while since the brand was first established doesn’t automatically mean a change is needed).
TUPPERWARE’S RECENT EVOLUTION (2023-PRESENT):
Tupperware attempted a comeback with new product lines, modern branding, and a push into direct-to-consumer sales. Visually, it’s a huge improvement, but will it be enough to save the brand from its ongoing decline? Unlikely—between market saturation and the microplastics concern, a rebrand can only do so much.
The wins—
CHOBANI’S PACKAGING OVERHAUL (2017):
Chobani transitioned from a sleek, modern look to a more natural, hand-drawn aesthetic, aligning with its brand values and the values of its target audience. The change strengthened its connection with health-conscious consumers and boosted brand loyalty—this is an example of a rebrand done right.
The lesson—
A great rebrand isn’t just a new logo—it’s a strategic move that reinforces a brand’s strengths, not erases them.
So, how do you do that?
Thinking About a Rebrand? Go All In.
If you’re considering a rebrand, make sure it’s for the right reasons. Do you have a real business need—like a shift in audience, positioning, or expansion? If so, don’t half-heartedly swap out a logo and call it a day. A successful rebrand means investing in:
A deep dive into your business strategy
A cohesive and impactful visual identity (logo, colors, typography)
New signage, packaging, and collateral (this adds up quickly and is often the hidden expense most people overlook!)
A marketing strategy to communicate the change and the why behind it
