1. PrettyLittleThing (2025): Too Much Minimalism?
In March 2025, PrettyLittleThing dropped its iconic bubblegum‑pink theme and swapped it for black‑and‑white minimalism. The goal? To appear more mature and upscale. But many of its younger shoppers felt cheated—they missed the fun, playful brand they fell in love with. Critics called it a “quiet luxury” pivot, accusing PLT of chasing conservative fashion vibes instead of staying true to its roots.
One TikTok user summed it up: “Sorry not sorry PLT this rebranding… really??? They were my fave for go‑to edgy rave bits.” thecut.com Another nailed the issue: what looked like a sleek, elevated overhaul felt more like an identity crisis—and left shoppers unimpressed.
2. Jaguar Land Rover (2023): Heritage Lost?
In 2023, Jaguar Land Rover rebranded as JLR and split its iconic names—Jaguar, Range Rover, Defender, Discovery—into standalone brands. The move was meant to modernize the lineup and make room for electric vehicles. But fans saw it differently: removing “Land Rover” was confusing, and the new logo looked bland and forgettable .
One Reddit user remarked, “They destroyed more brand equity than they built,” and criticized the rebrand as emotionally hollow youtube.com+15reddit.com+15creativeboom.com+15. Sales slipped, and consumer confidence dropped—showing that loyalty isn’t easily won back.
3. Twitter → X (2023): Reinvention or Regret?
In 2023, Elon Musk rebranded Twitter as X and scrapped the beloved bird logo. Musk envisioned an “everything app,” but users didn’t follow along. Many still say “Twitter” and post “tweets”—proof that the new name stuck in neither mind nor habit.
Experts criticised the move, saying it tossed aside years of global brand recognition overnight. When users keep using the old name two years on, that’s a sign the rebranding missed its mark.
4. Hyundai Name Reminder (2023): Pronounce It Right
Hyundai’s 2023 UK campaign nudged people to pronounce it “Hyun‑day” instead of “Hyun‑die,” aligning with its Korean origins. While many appreciated the correction, others found it unnecessary—and a bit confusing after decades of the old pronunciation. It’s a reminder: your voice is part of your brand, but changing it after years can feel a bit forced.
5. Tropicana Packaging (2009): Shelf Shock
Tropicana’s 2009 packaging redesign ditched the familiar orange-with-straw image in favor of a minimalist aesthetic. To shoppers, it looked generic—confusing and indistinguishable among other juice brands. Sales plunged, and Tropicana quickly went back to its old packaging. It proved that familiarity builds trust—and abrupt change can break it.
What Brands Can Learn
These examples all show a simple truth: changing your brand doesn’t mean losing your essence. Whether it’s colors, names, logos, or even pronunciation, audiences hold on to what they know and love.
Richard Hunt of Liquidation Centre sums it up perfectly:
“If a brand loses what made people fall in love with it in the first place, it can backfire… Legacy brands risk erasing history, and that can cost more than it gains.”
To rebrand successfully:
- Listen first: know how your brand is perceived.
- Test ideas: involve customers early.
- Explain why: clear communication builds support.
- Monitor response: be ready to tweak if things go off-course.
Joining excitement with respect for what audiences already cherish can make rebranding a win—otherwise, you risk becoming a cautionary tale instead of a comeback story.