There’s something undeniably compelling about a dramatic transformation—whether it’s a home renovation, a fitness journey, or a brand makeover. When executed strategically, rebranding can breathe new life into struggling companies, help evolving businesses reach new audiences, and transform outdated perceptions. Let’s explore some remarkable brand transformations and the lessons they offer for your own branding journey.

Old Spice: From Grandfather’s Cologne to Millennial Favorite

Before:

For decades, Old Spice was associated with older generations—a classic but decidedly uncool fragrance brand with sailing ships on the packaging and a stodgy reputation. Sales were declining as younger consumers showed zero interest in the dated brand.

After:

In 2010, Old Spice launched its now-legendary “The Man Your Man Could Smell Like” campaign, completely transforming its brand personality. The quirky, irreverent tone, memeable content, and self-aware humor resonated with younger audiences. The company updated its packaging and product line while maintaining enough visual elements to preserve brand recognition.

The Results:

• Sales increased by 107% in the first month after the campaign
• The brand captured a new generation of loyal customers
• Old Spice successfully extended into numerous product categories

Key Lesson:

Brand personality transformation can revitalize a declining brand while respecting heritage elements.

Airbnb: From Clunky Startup to Global Lifestyle Brand

Before:

Airbnb’s original branding featured a bubbly, light blue wordmark and the tagline “Travel like a human.” While functional, it didn’t convey the emotional experience of belonging that forms the core of their service. The brand elements felt disparate and lacked a cohesive story.

After:

In 2014, Airbnb introduced the “Bélo” symbol—a icon combining a heart, a location pin, and the letter A. The new branding emphasized belonging, with a refined color palette, custom photography style, and consistent design language across all touchpoints.

The Results:

• The company’s valuation increased from $10 billion to over $100 billion
• The symbol became instantly recognizable worldwide
• The cohesive brand enabled expansion into experiences and premium offerings

Key Lesson:

Aligning visual identity with core purpose creates a foundation for massive growth.

Burberry: From Outdated to High Fashion

Before:

By the early 2000s, Burberry faced a serious problem. Its distinctive check pattern had become associated with counterfeit products and “chav” culture in the UK, damaging its luxury positioning. The brand was losing its prestige and high-end customers.

After:

Under creative director Christopher Bailey, Burberry executed a comprehensive rebrand. They limited the use of their check pattern, embraced digital innovation, attracted younger luxury customers through platforms like Instagram, and repositioned as a heritage-inspired contemporary fashion brand.

The Results:

• Sales increased by 27% in the five years following the rebrand
• The brand reclaimed its luxury status and premium pricing power
• Burberry became a digital leader in the traditionally analog luxury sector

Key Lesson:

Sometimes restricting overused brand elements while emphasizing heritage can revitalize perception.

Mailchimp: From Quirky Tool to Marketing Platform

Before:

Mailchimp began as a simple email marketing service with a playful, almost childlike aesthetic centered around their chimp mascot, Freddie. As they expanded services, this playful identity didn’t fully communicate their growing capabilities.

After:

In 2018, Mailchimp unveiled a new brand system that maintained their quirky personality while maturing their aesthetic. They introduced a simplified Freddie icon, switched to a custom yellow-black palette, adopted a distinctive serif typeface, and implemented hand-drawn illustrations and photography.

The Results:

• Successfully expanded from email marketing to full marketing platform
• Retained existing customers while attracting larger business clients
• Created one of the most distinctive visual identities in the tech space

Key Lesson:

Evolution, rather than revolution, can help brands grow up without alienating loyal customers.

These transformations didn’t happen overnight or by accident. They succeeded through strategic planning, understanding core brand values, and maintaining consistency across all touchpoints during implementation.