December 1, 2024
Rebrands Done Right: 5 Companies That Nailed Their New Look
In the ever-changing world of design, not every rebrand hits the mark. As we’ve seen with some recent duds (looking at you, Jaguar), rebranding can be a risky venture.
But when done right, a rebrand can breathe new life into a company, reconnect with audiences, and set the stage for future success. Today, we’re going to look at five companies that have recently rebranded the right way.
1. Pepsi: A Modern Throwback That Works
Pepsi’s recent rebrand took a walk down memory lane—straight back to the 1980s and ‘90s.
The new logo brings back the tilted globe and bold typeface reminiscent of its retro branding, but with a contemporary twist. The colors are bolder, and the design feels more balanced compared to the minimalism-overload of their previous logo.
This rebrand wasn’t just about aesthetics - It was a strategic move to tap into nostalgia. By updating a beloved look for modern times, Pepsi showed that they understand their audience while staying true to their roots.
2. Mountain Dew: A Sleek Evolution
Mountain Dew is known for its high-energy branding, and its latest refresh enhances that dynamic feel.
The bright green color palette remains central, but it’s now paired with cleaner graphics that stand out on shelves. The word ‘Mountain’ is actually spelled out instead of how it was before - just ‘Mtn’. The typography is very similar to the old logo from the 90’s, which also instills some nostalgia.
Mountain Dew’s rebrand feels like it’s growing up alongside its audience. While it still caters to thrill-seekers, the updated design reflects a sense of maturity and sophistication - perfect for a generation that grew up guzzling Dew and now wants their favorite drink to feel just as bold and relevant.
3. Burberry: A Return to Elegance
Luxury fashion house Burberry recently ditched its sans-serif typeface for something far more timeless: the elegant serif logo reminiscent of its heritage designs.
This move aligns the brand with its British roots while also signaling a commitment to high-end craftsmanship and exclusivity.
The Burberry rebrand feels like a correction. The stripped-back sans-serif logo of the past decade made sense in the era of minimalism, but it also stripped away some of Burberry’s iconic character. With this new logo, Burberry has reminded the world of its luxury status, showing that heritage and relevance can go hand in hand.
4. Burger King: Vintage Whopper Energy
Burger King’s rebrand is a masterclass in retro-futurism.
By resurrecting their 1969 logo with a modernized twist, they’ve crafted a look that feels familiar yet fresh. The bold, rounded typeface and warm color palette (think burger buns and flame-grilled patties) instantly transport you to a time when fast food was fun, bold, and unapologetically indulgent.
This rebrand also included a complete overhaul of Burger King’s packaging, uniforms, and in-store design. It’s a cohesive effort that celebrates the brand’s heritage while making it undeniably modern. Burger King understood that people want food to feel authentic, and their rebrand delivers that in spades.
5. 7UP: A Citrusy Revival
7UP’s brand has never been especially noticeable or recognizable.
But their new rebrand is as refreshing as the drink itself. The new look leans into the drink’s citrusy vibe with bright, zesty greens and yellows. The logo is cleaner, with simplified typography that feels modern but not sterile. The revamped packaging features playful graphics that scream "fresh and fun” and are definitely eye-catching.
This rebrand succeeds because it clarifies 7UP’s identity. In a crowded soda market, the new look emphasizes what makes 7UP special: its crisp, lemon-lime flavor. By embracing its core qualities and translating them into a vibrant visual identity, 7UP has positioned itself as a drink that’s perfect for any occasion.
What These Rebrands Have in Common
So, what’s the secret sauce behind these successful rebrands? It boils down to several key factors:
Nostalgia with a Twist:
Whether it’s Pepsi, Burger King, or Mountain Dew, these brands tapped into their history to create something both familiar and exciting.
Clarity of Identity:
Burberry and 7UP honed in on their core strengths, ensuring their visuals communicated exactly what they’re about.
Audience Connection:
All these brands showed they understand their audience - whether it’s millennials craving retro vibes, Gen Z looking for boldness, or fashion lovers who want timeless elegance.
Commitment to Cohesion:
Each rebrand wasn’t just about a new logo - it extended to packaging, marketing materials, uniforms, and more. This unified approach makes the branding feel intentional and powerful.
Balance Between Modern and Timeless:
These rebrands all managed to be forward-thinking while retaining a sense of timelessness. By doing so, they avoid becoming dated too quickly while staying relevant to today’s audience.
Emotional Resonance:
Whether it’s through nostalgia (Pepsi, Burger King) or a luxurious feel (Burberry), these rebrands strike an emotional chord with their audience. They make people feel something, whether it’s excitement, joy, or pride in the brand.
In a sea of rebrands that miss the mark, these five stand out as proof that when done right, a rebrand can be a powerful tool to reignite a brand’s magic and lead to more positive attention and sales.