Rebranding
When, Why & How to design and Brand.
Because brands don’t stay relevant by staying the same.
What Is Rebranding?
Rebranding is more than a logo tweak. It’s a strategic transformation of how a brand looks, speaks, and connects — both visually and emotionally. It involves refining a brand’s identity to reflect changing values, audiences, markets, or missions.
A rebrand can be subtle — like a refreshed color palette — or radical, involving a new name, tone of voice, and positioning. What matters is alignment: Does your brand still resonate?
When Should a Brand Consider Rebranding?
A few signs it’s time to rethink your brand
Sales Are Stagnating
If growth has slowed or audiences aren’t connecting, your brand may no longer reflect their needs.
Your Mission Has Shifted
You’ve evolved — but your visuals, tone, and messaging haven’t caught up.
You’re Expanding to New Markets
A broader audience may require a refreshed identity that feels more relevant and adaptable.
You’re Reaching a New Audience
Whether it’s Gen Z or global clients, your brand needs to match the mindset of who you’re talking to.
Your Visuals Are Outdated
If your logo, colors, or typeface feel like they belong in a past decade — it’s probably time for a modern refresh.
You’re Overcoming Negative Perception
Sometimes a rebrand is essential to rebuild trust after controversy or internal transformation.
Types of Rebranding
Brand Refresh
Visual identity update (logo, fonts, colors) while keeping the core positioning
Partial Rebrand
Messaging, tone, and customer promise evolve, but name and values remain
Partial Rebrand
Name, identity, tone, design, and brand story get redefined from the ground up
Real-World Rebranding Case Studies
Old Spice: From Outdated to Iconic
Once your grandfather’s cologne, Old Spice rebranded into a Gen Z favorite with surreal ads, bold packaging, and a total tone shift.
Tanishq: Celebrating Culture, Not Just Jewelry
Tanishq’s bold storytelling and inclusive visuals helped redefine luxury in an emotionally connected, progressive context.
Mahindra: Rise of the Challenger Mindset
Mahindra’s repositioning around “Rise” brought a legacy industrial brand into the modern global conversation.
Key Elements of a Rebrand
Logo Redesign
Simplified, scalable, modern
Color & Typography
Aligned with emotion + audience psychology
Voice & Tone
From formal to friendly, quirky to wise
Tagline Evolution
Messaging that reflects values and purpose
Visual Storytelling
Photography, motion, iconography, and UI
Brand Architecture
How sub-brands and services fit together
Common Rebranding Mistakes
Changing just the logo without updating the brand story
Ignoring loyal customers’ emotional connection
Rushing the process without research
Rebranding without internal buy-in
Using trends over strategy
A rebrand isn’t a shortcut to attention. It’s a strategic recalibration.
When done well, it can refresh loyalty, spark relevance, and unlock new markets.
From Caméo’s Corner
Want your rebrand to stick? Make it mean something. A new logo can’t save a weak story — but the right story can revive an old logo.
Coming Soon on Campaign Chronicles
- Rebranding Breakdowns: From Indian tech startups to global luxury
- Interview with a brand strategist on what makes rebrands succeed
- Swipeable before/after gallery of iconic brand visual shifts