Rebrands That Broke the Internet and What We Learned

Everyone loves a fresh look for their business. A new logo, a sleek font, maybe a colour palette that feels more “2025.” Our word of caution is that  a rebrand isn’t valuable just because it’s new. The true value comes from being considered. That means thinking beyond surface-level aesthetics and asking: does this brand represent us, does it connect, does it tell the story we need to tell, and does it all work together in a way that makes sense?

Skip those questions, and you end up with the kind of headlines no brand wants.

When Heritage Becomes the Hill to Die On: Cracker Barrel

In August, Cracker Barrel unveiled a stripped-down, text-only logo, ditching the beloved “Uncle Herschel” figure and “Old Country Store” tagline. The internet exploded. Loyalists called it a betrayal, political pundits jumped in, and even the company’s co-founder publicly called the rebrand “pitiful.” Within days, the brand backpedaled and reinstated its iconic imagery.

Cracker Barrel learned an age-old branding lesson: Heritage isn’t baggage, it’s brand equity. Strip it away without consideration, and you risk alienating the very people who built your brand in the first place.

Jaguar’s Sleek Misstep

Jaguar tried to leap boldly into its electric era by retiring its legendary growler emblem and replacing it with a minimalist “J.” They learned that in chasing a new aesthetic, they ignored the emotional power of their legacy. No cars, no big cat, no history. Just a hollow identity that left fans confused and critics unimpressed.

For Jaguar and their audience, cohesion matters. When your visual identity and your story no longer line up, your audience feels the disconnect.

PrettyLittleThing Loses Its Pink

Fast-fashion giant PrettyLittleThing decided its hot-pink, playful brand no longer fit and opted for a pared-back black-and-white aesthetic. The internet wasn’t having it and they were loud about their dissatisfaction. Fans felt the brand had abandoned its roots and accused it of greenwashing. Sales took a hit and their brand power didn’t pass the test of change.

They learned it is critical to know your audience. A rebrand that alienates your core won’t win you new fans, it’ll erode trust.

What These Missteps Prove About Branding

These aren’t just bad logos. They’re cautionary tales about what happens when branding isn’t considered:

• Representation matters. A brand has to speak authentically to the people it serves.
• Impact beats aesthetics. Pretty designs that don’t connect are wasted effort.
• Cohesion is power. Every element -  logo, voice, campaigns, customer experience - has to tell the same story.
  
  
• Heritage is equity. Sometimes the old symbol is the story. Don’t erase it, build on it.
  
  

The best brands don’t just look good, they make sense. They represent who you are, resonate with your audience, and align every element into one clear, compelling story. A considered brand doesn’t chase trends or cave to pressure. It communicates with intention, earns trust, and lasts.

That’s the difference between a brand refresh that fades and a brand strategy that endures.

Let’s build a brand you believe in