A good rebrand is a thing of beauty. When a brand has put in the work, reassessed its values, realigned its messaging, and redesigned a visual identity to match, the result is powerful. Of course, doing this successfully is no easy task, which is why it’s so refreshing to see a rebrand done the right way—and why we love to celebrate great work when we see it. Hence, we’ve assembled this roundup of awesome rebranding examples across industries, from housewares and tech to beauty and baby gear.
25 Inspiring Rebranding Examples
Whether you’re looking for inspiration for your own rebranding project—or just love a good before and after—these diverse brands strike the perfect balance by focusing their messaging, elevating their aesthetic, and creating a stronger brand experience at every level. We hope they inspire you to think critically and creatively about your own rebrand approach.
As part of its rebrand, beauty brand Coty put its purpose “to celebrate and liberate the diversity of beauty” front and center. In a massive visual overhaul, branding agency Workroom chose the butterfly as its inspiration to symbolize the diversity of beauty in nature—and people.
This included a detailed visual language featuring bold, bright imagery, which carried the butterfly theme throughout. They even designed the custom type Coty Sans, which features the “special curves mirroring a butterfly’s symmetry.”
GLPS specializes in lightning protection for the wind, aerospace, and construction industries. As such, they are tasked with selling protection for one of nature’s most chaotic and uncontrollable phenomena.
To bring a sense of power and control, the rebrand focused on the brand promise of “empowering you to take charge.” Their beautiful logo does this perfectly, sandwiching a lightning surge between clean and orderly type—a visual symbol of their protection solutions.
ACLU’s mission is “to defend and preserve the individual rights and liberties guaranteed to every person in this country by the Constitution and laws of the United States.”
With a goal to unite the country and embrace inclusivity, they ditched their old blue branding (perceived as a partisan message) and embraced a palette of blue, red, and, well, everything (14 colors to be exact). They also collaborated with the ACLU’s disability rights team to make sure elements like color and text size made the materials accessible for everyone.
4) PNG AIR by Principals
PNG Air is an airline based out of Papua New Guinea. Their comprehensive rebrand included a name change (formerly Airlines PNG), positioning, and a visual identity overhaul. The goal was to transition the company from a generic price-focused airline to a powerful brand with a strong identity.
To do this, Principals incorporated a visual motif of significant cultural icons, paying homage to the brand’s history, country, and brand promise: to serve their people.
5) Jumbo by FutureBrand
A good rebrand is flexible enough to grow with the brand, however it evolves. For Jumbo, an online retailer of lottery tickets in Australia, the company’s ambitious plans to expand globally required a rebrand that could launch the brand to the next level.
The brand idea “Imagine More” became the anchor for their rebrand, symbolized through Joe, their elephant mascot who embodies “the idea of ‘big’: big excitement, dreams, jackpots and, of course, the promise.”
6) Tupperware by FutureBrand
Tupperware often conjures images of ‘70s moms. So, instead of running from it, the brand acknowledges that image as a significant part of their legacy—and their greater mission. They aren’t just about the containers; they’re about empowering the women who sell their products around the world. Thus, “confidence becomes you” became their rebrand rallying cry.
Their bold visual makeover introduced vibrant colors, people-focused imagery, and a cleaner aesthetic to bring the brand into the modern age.
7) Banz Carewear by Bubblefish
Banz is an Australian company whose products protect babies and kids from UV radiation and extreme noise. They offer a wide range of goods, but that diversity was a problem—in that their branding was disjointed. They needed cohesion and a focused message that resonated with mothers.
The result was a rebrand that brought unity and a strong emotional connection to mothers, using monkey imagery that captured the animal instinct of protection and care.
With a name like The Association of Professional Engineers and Geoscientists of the Province of British Columbia (APEGBC), this trade organization needed to bust out of their dated and stuffy image.
To do this, they embarked on a rebrand to modernize the organization, promote its mission (“to regulate, support and promote the engineering and geoscience professions in BC”), and garner public interest. This was achieved with a shortened name (Engineers & Geoscientists British Columbia) and a visual identity that is elegant and sophisticated yet modern and accessible.
We were particularly impressed by the genius logo: the diamond represents both the work below the earth, done by geoscientists, and the work above the earth, done by engineers.
9) DXC Technology by Siegel+Gale
There are many reasons to rebrand, and a merger is chief among them. That said, it’s also one of the biggest challenges. When Computer Sciences Corporation and the Enterprise Services business of Hewlett Packard Enterprise merged to create DXC, they needed a total rebrand to unite the two worlds.
As the brand is the world’s leading independent, end-to-end IT services provider, the identity focused on the brand’s mission: “to help clients succeed in the face of accelerated innovation.” As such, the identity takes a bold and authoritative approach, positioning them as a leader in their fast-paced industry.
For a 170-year-old brand, maintaining relevance is always a challenge. For Siemens, the engineering and tech brand dedicated to innovation that improves quality of life, it was time to double down on their brand promise.
Thus, their rebrand hinged on one premise: “Ingenuity for life.” The new identity put people first, with a bright, energetic, and dynamic visual language that was both flexible and adaptable.
11) Cystic Fibrosis Foundation by Grafik
This CFF rebrand centers on the foundation’s mantra “Adding Tomorrows,” which reflects the life-saving work they support. As such, the rebrand focused on a vibrant palette, dynamic logo, and lively imagery to bring life to the brand.
12) CVS Health by Siegel+Gale
CVS Health combines four of the brand’s services under one umbrella, with a focus on healthcare for people, businesses, and communities. Thus, the new identity led with a health-first identity, focusing on a flexible language that would allow creators to tailor content for many different groups of people.
The rebrand also included the introduction of the CVS “health heart,” another flexible graphic element used throughout the branding.
13) Heinz-Bosl-Stiftung by INTO Branding
To build a visual identity for this premiere ballet education brand, the designers focused on bringing movement and rhythm to life through bold typography and playful patterns.
14) Domain by Principals
To help distinguish The Domain from Sydney’s Royal Botanic Garden, the brand needed a new, distinct visual identity. Inspired by the brand idea of “Sydney’s Playful Heart,” they created a bright, bold, and colorful design to communicate the buzz and dynamism of the attraction.
15) Givaudan by Interbrand
As the manufacturer of scents and flavors for luxury perfume, consumer goods, and food and beverage products, Givaudan was posed with the challenge of making their “invisible” scents and flavors come to life. To do this, they used powerful, colorful imagery to activate the senses through visuals.
Similar to Givaudan, the Helsinki Philharmonic Orchestra needed to translate the excitement of music to a visual medium. Inspired by the way the individual musicians gather to create a single piece of music, the brand uses individual lines to create a logo reminiscent of sound waves.
17) AutoZubak by Brandoctor
Croatian automobile distributor AutoZubak had long been known for dealing in Audis and VWs. To expand their market share and branch out into more affordable cars, they created a fresh identity that focused on communicating friendliness and playfulness—a far cry from the more distant “premium” reputation.
18) Chatwork by MetaDesign
ChatWork is a cloud-based collaboration tool that features chat, voice, and video capabilities. The rebrand was designed around a simple idea: “the ability to put your words to work from anywhere.” Thus, the design features individual pieces that combine to form a stronger element, reflecting the power of collaboration from afar.
19) CH2M by FutureBrand
Engineering firm CH2M needed a new brand identity to communicate their main differentiator: their people and culture. From the refreshed logo to people-centric imagery, the identity is infused with emotion and expressiveness communicated through design.
20) Enerji by Principals
To better communicate the energy-saving tech behind their products, Enerji turned their previously engineer-centric identity into one accessible for all. This expressive, dynamic brand identity is a flexible tool to help communicate their mission to everyone from educators to government administrators.
21) Life Without Barriers by Principals
LWB provides support services for people with disabilities, including out-of-home care, aged care, mental health, and support for refugee and asylum seekers in Australia. To revamp their identity and communicate their passion for improving people’s lives, they crafted an identity around the theme of “championing opportunity for all.” The updated branding is infused with energy, color, and photography that communicates this passion and zest for life in every element.
To differentiate from other fashion brands, fast fashion house Modström anchored their new brand identity around the concept of “Breathe the now.” With a nod to its of-the-moment fashion offerings, the identity uses dynamic typography to give the illusion of fast movement, while the seasonal colors and textures give the brand a chic, modern look.
23) Pitney Bowes by FutureBrand
To position the brand as a technology leader in the world of tech commerce, Pitney Bowes’ identity uses custom illustrations to help visualize the ecosystem of physical and digital commerce, while their logo expresses the legacy brand’s modern evolution.
This Swiss chain restaurant was challenged to bring the brand into the modern age to connect with a younger demographic. To elevate the aesthetic, they chose an illustrative wolf symbol (a ravenous animal), a redesigned menu featuring elegant typography, and imagery to bring a livelier energy to the website and associated online properties.
25) The Ark by Brand Focus LLC
Ark Antiques is a charity for animal welfare, but the old identity was stale and inconsistent. To emphasize the organization’s goal, the rally cry “Shop. Share. Save animals.” became the design inspiration. Bright, colorful imagery, a plethora of animals, and creative animal-focused photography reinforced the organization’s mission and brought a friendly, cheerful feel to the business.
How to Tackle Your Own Rebrand
If you’re ready to dive into your own rebrand, know that success doesn’t happen overnight. (We guarantee every rebrand project you see here took a ton of time, team members, and deep work.) But it can be done successfully if you approach it strategically.
To start you off, here are a few of our best tips to get through the process with less stress.
- Do it for a reason. Here are 7 reasons you might consider a rebrand.
- Follow best practices. Follow our step-by-step guide to complete a successful rebrand.
- Ask the right questions. Get your team on the same page by doing a brand audit survey before you write your creative brief.
- Avoid rookie mistakes. Find out what rebrand mistakes will sink your rebrand halfway through.
- Design a comprehensive visual identity. A rebrand isn’t just about the logo; use this visual identity checklist, and follow our tips to design a strong visual identity.
- Use the right tools. Bookmark these 75 tools, tips, and resources to build a great brand identity.
Remember, too, that if you’re feeling overwhelmed or like you’re running out of bandwidth, you can always call in reinforcements. We love a good rebrand, so we’re happy to chat through any issues you’re dealing with.