Andrew CasademuntRebranding is more than just a new logo or a flashy website—it’s a full-blown evolution. Whether you’re running a personal brand or a Fortune 500 company, understanding the art of rebranding can be the difference between sinking or soaring. So if you’re thinking about reinventing your business or just curious how big brands pulled it off, you’re in for a treat.
Let’s dive into five brilliant rebranding case studies and see what golden nuggets we can take away from them.
What Is Rebranding and Why Does It Matter?
At its core, rebranding means reshaping how your brand is perceived. It can be as small as a font tweak or as big as a complete identity overhaul. But why go through all the effort?
Because perception is everything. If people don’t vibe with your brand, they’re just not buying—literally or emotionally.
The Power of Creative Rebranding
A strong rebrand can:
- Attract a new audience
- Revive a dying business
- Modernize a stale image
- Realign with current goals
And when done right, it creates a viral effect that spreads like wildfire—sparking new interest and re-establishing your relevance in a noisy market.
When Rebranding Goes Right (and Wrong)
Let’s be real: not every rebrand works. Think about Gap’s infamous 2010 logo change. They tried to modernize—and people freaked. Within a week, they had to backtrack.
But these next five? Total hits. Let’s break them down.
Case Study #1: Old Spice – Reinventing Masculinity
The Problem: Outdated Perception
Old Spice was your grandpa’s cologne. No one under 60 wanted to touch it. Sales were tanking, and younger consumers didn’t even see the brand.
The Creative Fix
Enter Wieden+Kennedy’s “The Man Your Man Could Smell Like” campaign. It was bold. Hilarious. Weird in all the right ways.
The entire aesthetic got a reboot—from packaging to commercials, Old Spice suddenly felt modern, cheeky, and masculine in a fun way.
The Outcome
Sales skyrocketed. Young men loved it. Women bought it for their partners. It became a pop culture moment. Old Spice had reinvented not just its brand, but the way masculinity was marketed.
Looking to bring a fresh vibe to your own brand? Explore Creative Branding for inspiration.
Case Study #2: Airbnb – From Logo Confusion to Global Community
The Problem: Identity Crisis
Airbnb had a great idea but was suffering from a generic image. Their branding didn’t convey the warmth, trust, or global feel of their platform.
The Creative Strategy
In 2014, Airbnb introduced the “Bélo” symbol—representing belonging. They paired it with a fresh font, cleaner UI, and emotional storytelling campaigns.
The Outcome
This rebrand aligned with their mission of connecting people across the world. It was more than a visual facelift—it communicated why Airbnb existed.
Want more on how visuals impact business? Tap into Creative Design strategies that work.
Case Study #3: Dunkin’ – Dropping “Donuts” for the Win
The Problem: Outgrowing Its Old Identity
“Dunkin’ Donuts” didn’t just sell donuts anymore. But the name limited them, especially as they expanded into coffee and breakfast sandwiches.
The Creative Approach
In 2018, they dropped “Donuts” and became simply “Dunkin’.” Their new tagline: “America Runs on Dunkin’” stuck. The branding went modern, orange-pink color palettes stayed, but the focus shifted to coffee culture.
The Outcome
Brand perception changed instantly. Now, Dunkin’ could compete with Starbucks and even snag market share. The rebrand made them relevant again.
If you’re a freelancer evolving your service offerings, check out these insights on Creative Freelancing for pivoting with purpose.
Case Study #4: Burberry – From Frumpy to Fashion-Forward
The Problem: Damaged Reputation
Burberry had become a victim of counterfeit culture. Its once-luxurious image faded, especially among young consumers.
The Creative Revamp
CEO Angela Ahrendts brought in designer Christopher Bailey. They re-emphasized British heritage with modern runway designs, luxury campaigns, and digital-first marketing.
The Outcome
Burberry became the brand in luxury fashion again. They embraced youth while maintaining elegance. Their rebranding wasn’t just visual—it was strategic at every level.
Need ideas for reshaping your brand narrative? Explore articles on Creative Strategy for powerful tips.
Case Study #5: Instagram – A Bold Visual Leap
The Problem: Outdated Interface and Icon
Instagram’s original icon looked like a 90s camera. While functional, it didn’t match the vibrant culture of the app’s content.
The Creative Design Choice
In 2016, Instagram went bold. They dropped the skeuomorphic design for a gradient-style icon. The UI got cleaner, minimal, and user-friendly.
The Outcome
Though it sparked initial backlash, the update became iconic. Instagram now felt fresh, creative, and built for the future of content.
Curious about design that sparks emotion? Get inspired by exploring Web Design.
Key Lessons from These Rebranding Success Stories
Stay True to Core Values
Each of these brands kept their mission intact. They just updated the wrapping.
Embrace Bold Visual Changes
A new look can re-engage your audience. Don’t be afraid of dramatic shifts if they align with your identity.
Use Storytelling to Your Advantage
From Airbnb to Old Spice, story-led campaigns drove emotional engagement. People buy stories, not just products.
Don’t Fear Evolution
Your brand should grow with your audience. Don’t cling to outdated identities—embrace creative growth. Start exploring Creative Growth to level up.
Internal Resources to Fuel Your Creative Rebranding
Level up your strategy with these in-depth reads:
- Learn how to align your design with purpose: Creative Design
- Get practical advice on pivoting your personal brand: Creative Freelancing
- Discover habits to support creative innovation: Creative Mindset
- Master marketing with a fresh angle: Creative Marketing
- Dive into branding philosophy: Branding Tag
Want even more? Browse Andrew Casademunt’s website for a full library of insights into branding, freelancing, productivity, and more.
Conclusion: Reinventing With Purpose
Rebranding isn’t just for the giants—it’s for anyone who wants to grow. Whether you’re a solopreneur, an agency, or a legacy brand, creative rebranding can breathe new life into your work.
But don’t do it blindly. Do it strategically. Tap into storytelling. Align with your values. Use visual design to reinforce emotion.
And above all—stay curious, stay bold, and stay you.
FAQs
1. What’s the difference between rebranding and a brand refresh?
A brand refresh is usually cosmetic (like a logo tweak), while rebranding involves a deeper overhaul including mission, tone, and audience.
2. How often should a company rebrand?
There’s no rule, but typically every 7–10 years or when you’ve outgrown your identity or market position.
3. Is it risky to change a well-known brand name?
Yes, but when done with purpose and backed by research, it can pay off—just like Dunkin’.
4. Can small businesses benefit from rebranding?
Absolutely. Even freelancers can reinvent their image to attract better clients. Check out Creative Freelancing for help.
5. What’s the first step in a successful rebrand?
Start with clarity—understand who you are, who your audience is, and what message you want to send.
6. How do you measure if your rebrand worked?
Track metrics like engagement, conversions, social sentiment, and customer feedback over time.
7. Where can I find inspiration for my own rebranding?
Dive into Creative Inspiration to spark fresh ideas and proven strategies.