I love when companies re-brand and pivot and then make way more sales! For example this RX Bar all-copy packaging re-design:

I've compiled a bunch of examples of this happening, go through this list and see if you can pickup any cool lessons! Full list here→​

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1. Old Spice

Before Rebrand: Old Spice was viewed as an outdated brand for older men. Its customer base was shrinking, and it lacked a distinctive identity.

After Rebrand: In 2010, Old Spice launched a humorous campaign featuring “The Man Your Man Could Smell Like.” It successfully modernized the brand’s image, making it more appealing to younger audiences and even female buyers.

Impact: Sales increased by 125% year-over-year within just a few months of the campaign launch. The brand established itself as cool, confident, and youthful, solidifying its place in the market.

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2. Burberry

Before Rebrand: In the early 2000s, Burberry’s image suffered from being perceived as a “chav” brand—a label for low-quality, undesirable consumers—largely due to counterfeit products flooding the market.

After Rebrand: Burberry revamped its image under CEO Angela Ahrendts and creative director Christopher Bailey. The focus shifted to embracing its heritage while promoting exclusivity and digital-forward luxury branding.

Impact: By 2018, Burberry’s valuation increased to over $10 billion, with a significant turnaround from losing relevance to becoming a symbol of British luxury again. The brand’s annual revenue increased from £742 million in 2006 to £2.7 billion in 2018.

3. Lego

Before Rebrand: In the early 2000s, Lego was on the brink of bankruptcy, losing relevance to digital forms of entertainment.

After Rebrand: Lego focused on its core product—the brick—while embracing collaboration with popular franchises like Star Wars, Harry Potter, and Marvel. They also expanded into digital media, movies, and gaming.

Impact: By 2015, Lego became the largest toy company in the world, with revenues surpassing $5.2 billion compared to $1 billion in 2004. The brand's financial health turned around drastically through re-focused branding and innovative partnerships.

4. RXBar

Before Rebrand: RXBar started in 2013 as a small player in the protein bar market with clean ingredients but lacked strong brand identity.

After Rebrand: They emphasized simple, transparent labeling—listing only the core ingredients on the front of the package, adopting a minimalist design.

Impact: The rebrand resonated with health-conscious consumers. In 2017, Kellogg acquired RXBar for $600 million, a testament to the brand’s growth and value appreciation.

5. Cadbury

Before Rebrand: In the early 2000s, Cadbury was facing stagnation in brand perception and was seen as old-fashioned.

After Rebrand: The company adopted a more modern logo and marketing campaign in 2008 focused on fun and joy ("Glass and a Half Full of Joy"). They rebranded with an emphasis on emotional connection and a playful image.

Impact: Post-rebrand, Cadbury's sales increased significantly, with brand value rising from $5 billion in 2008 to over $12 billion by 2020, re-establishing Cadbury as one of the world’s leading confectionery brands.

6. Nike

Before Rebrand: In the 1980s, Nike was primarily seen as an athletic shoe company, not distinct from its competitors.

After Rebrand: Nike launched the "Just Do It" campaign in 1988, pairing it with endorsements from top athletes like Michael Jordan. This rebranding positioned Nike as an aspirational lifestyle brand focused on determination and performance.

Impact: Revenues grew from $877 million in 1988 to over $50 billion by 2022, with the "Just Do It" campaign becoming one of the most iconic slogans of all time.

7. Pabst Blue Ribbon (PBR)

Before Rebrand: PBR was known as a cheap beer brand, mostly associated with older consumers and lacking any cultural cachet.

After Rebrand: In the early 2000s, PBR began targeting younger, urban markets by aligning with hipster culture. The brand focused on grassroots marketing, sponsoring local art, music, and skateboarding events.

Impact: Between 2001 and 2012, sales increased from 140,000 barrels per year to 925,000 barrels, turning PBR into a trendy, counterculture symbol.

8. Target

Before Rebrand: In the 1990s, Target was just another discount retailer competing with Walmart and Kmart, without a distinct identity.

After Rebrand: Target repositioned itself as a place for affordable style, partnering with designers to create exclusive collections and modernizing its stores to feel more upscale and trendy.

Impact: The rebrand helped Target grow annual revenue from $26 billion in 1995 to over $110 billion by 2022, making it the preferred choice for value-conscious yet style-oriented shoppers.

9. Magic Spoon

Before Rebrand: The company launched with an idea to make healthy cereal but lacked a clear aesthetic or target audience.

After Rebrand: Magic Spoon rebranded to target millennials and health-conscious adults with fun, retro-inspired packaging and branding that promised "childhood cereal flavors" with a healthy twist (high protein, low sugar).

Impact: Magic Spoon’s rebrand led to a strong social media following, significant buzz, and over $100 million in annual revenue within three years of launching.

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​See the full 30+ list of re-brands here →​
Sincerely,
Neville Medhora

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P.S. Let us help you re-brand for 2025. Join here.​