Brands That Saved Themselves Through Rebranding

These companies didn’t just freshen up. They transformed—and it saved their business, reputation, or relevance:

Spotify

Gave listening to music a personality.

• Then: A clunky, niche streaming platform

• Now: Sleek, bold, globally recognized and full of personality

• What changed: Visual overhaul, cohesive design system, and an identifiable new logo with an identifiably cool brand voice

• Why it worked: They built a product experience and brand personality that stood out as intuitive and cool. Spotify didn’t just refresh their look—they gave it a distinct personality. From bold black-and-neon UI to a DJ AI that sounds trendy, chill, and in-the-know, the brand now says: “Lean back—we got you.”

  
  

  

  
  

  

  
  

  

  
  
  
  

Old Spice

Did everything but blend in.

• Then: A drugstore brand tied to your grandpa’s shelf with commercials similar to the beachy-get-the-girl cologne commercials still around today

• Now: Hilarious, bold and relevant

• What changed: New voice, risky video campaigns, and a complete repositioning

• Why it worked: They leaned into humor and masculinity in a way that turned heads and increased sales. They ditched the moody, overdone cologne ads and leaned into a distinct voice—funny, confident, and just self-aware enough. From commercials to packaging, they owned who they are with lines like: “Believe in your Smellf” and “Smell like a man, man.”

Airbnb

Leaned into the problem they are solving.

Plus check out the logo adjustments they’ve made leading up to now.

• Then: A peer-to-peer rental site with vague, clever yet confusing messaging like: “Travel like a local”

• Now: A global travel brand with clear, emotionally resonant messaging focused on space, connection, and comfort

• What changed: Messaging, tone, ad strategy, and problem-first positioning

• Why it worked: They stopped trying to be clever and got crystal clear on the problem they solve—“cramped, impersonal hotel rooms”—and the value they offer: space to stay together for less. Their tagline and campaigns now lead with empathy and clarity, making them more accessible and relatable.

Jessica Alba

Then: Hollywood actress known for roles in action films and romantic comedies

Now: Founder of The Honest Company, a clean baby, beauty and wellness brand now valued in the billions

What changed: Career focus, industry, public image, and her missionWhy it worked: She identified a real gap in the market and used her platform to bring awareness to the problem she was going to solve. Her rebrand wasn’t just personal—it was purposeful, but imagine the inner dialogue: What will people think if I do something this different? That’s something we can all relate to – but despite that she let people in on the change and focused on the ripple effect of change she was bound to make.

Final Thoughts

If you take one thing from these examples, let it be this:

A rebrand is not just a new logo or color palette. It’s a reflection of growth. It’s a chance to clarify your message, express your mission, and define the personality of your brand.

It might include:

• Updated messaging that’s actually understood

• A refined brand voice that feels like you

• New photography, colors, and design assets that align with your vibe

• Product updates or offers that better serve your people

To you your brand might be: Casual, trendy, spiritual, light-hearted, cutting-edge, silly, earthy, strong, edgy, poppy, young, wise, soulful, bold, minimal, luxurious, quirky, confident—or a unique mix all your own.

But is it relayed that way to your customer? 

Your visuals, words, and customer experience should reflect that. Because when your brand is aligned? You are bound to catch attention.

Rebranding isn’t just about changing how your business looks.It’s about aligning the mission and how it feels.

Done well, a rebrand doesn’t confuse your audience—it deepens your connection.It reminds people why they trusted you in the first place.And it gives them even more reason to stick around.

Thinking about a rebrand of your own? We’d love to help you do it right—from strategy and story to visuals with meaning.

Submit your inquiry below and let’s work together with fresh eyes and professional support to enhance your brand to where you are going.

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