A rebrand is more than a new logo or color palette — it’s a strategic shift in how a brand sees itself, how it wants to be seen, and how it shows up in the world. Done well, rebranding revitalizes relevance, unlocks new markets, and reconnects with customers. Done poorly, it creates confusion, alienates loyal audiences, and becomes an expensive lesson in what not to do.
So what does a great rebrand look like? Here are a few case studies that nailed the shift — and what growth-minded brands can learn from them.
1. Airbnb: From Room Rentals to Global Belonging
In 2014, Airbnb didn’t just redesign its logo — it redefined its mission.
The platform had grown far beyond couch-surfing and spare rooms. It was now a global hospitality player. But its visual identity and messaging hadn’t kept up. Enter the “Bélo” — a symbol meant to represent belonging, connection, and community.
The rebrand included a new positioning (“Belong Anywhere”), a flexible design system, and a brand voice that felt more human than corporate. The result? A clear evolution from scrappy startup to trusted global travel brand — without losing its soul.
Key takeaway: A rebrand should reflect who you’re becoming — not just where you came from.
2. Mailchimp: From Email Tool to Marketing Platform
Mailchimp’s 2018 rebrand was bold, quirky, and refreshingly unpolished. It embraced hand-drawn illustrations, a mustard yellow palette, and a cheeky tone — all while repositioning itself as more than just an email platform.
The goal? To help small businesses grow by offering an integrated marketing platform. The rebrand made that shift clear, not just through visuals, but through content, storytelling, and UX.
And the payoff? Mailchimp’s new identity stood out in a sea of sterile SaaS design — and helped reposition it in a crowded category.
Key takeaway: Don’t be afraid to stand out — especially when your audience craves personality and purpose.
3. Burberry: Reclaiming Heritage for the Modern Era
Once seen as a dated British luxury brand, Burberry faced declining relevance in the early 2000s. But under the creative leadership of Christopher Bailey, the brand executed one of fashion’s most elegant rebrands.
Burberry leaned into its heritage — trench coats, craftsmanship, and British identity — while modernizing its design, campaigns, and digital presence. The result was a brand that felt both iconic and contemporary.
By the time Riccardo Tisci took over in 2018, Burberry had re-established itself as a fashion leader.
Key takeaway: Rebranding doesn’t always mean reinventing. Sometimes, it’s about reconnecting with what made the brand iconic in the first place.
4. Dropbox: From Utility to Creative Platform
In 2017, Dropbox flipped the script. Most people saw it as a “file storage” tool — functional, but boring. The rebrand aimed to reposition Dropbox as a platform for creative collaboration.
Visually, it went bold — using unexpected color combinations, expressive typography, and abstract illustrations. But more importantly, it shifted the story: from utility to creativity.
It wasn’t just about where you stored files — it was about where your ideas lived and worked together.
Key takeaway: A great rebrand shifts perception. It tells a new story — without losing product truth.
At Ekakshar, we bring strategic clarity to the rebranding process. From defining your rebrand’s purpose to developing a new identity and ensuring a smooth rollout, we align every move with your business goals — so your brand doesn’t just look different, it performs better and resonates deeper.
Final Thoughts
Rebranding isn’t just a cosmetic exercise — it’s a growth move. When done with clarity and conviction, it helps brands evolve, reconnect, and re-emerge stronger.
Whether you’re pivoting to a new audience, expanding your offerings, or simply overdue for a refresh, your brand deserves more than a facelift. It deserves a narrative that resonates and an identity that aligns with your ambition.
If you’re thinking of rebranding — or wondering whether now’s the time — let Ekakshar help you do it right.
Because in a crowded market, your brand isn’t just what you say.
It’s how the world remembers you.
