A bold rebrand can breathe new life into a business, helping it stay relevant in a fast-changing market. But when done poorly, it can do quite the opposite, drawing criticism, confusing customers, and in some cases, damaging brand loyalty built over decades.
Here, insolvency practitioners Liquidation Centre look at some of the most talked-about rebrands that left audiences less than impressed, with expert commentary from Director Richard Hunt on what businesses can learn from their mistakes.
-
PrettyLittleThing – 2025: A Step Too Far Into Minimalism?
In March 2025, PrettyLittleThing unveiled a sleek new visual identity, swapping its signature bright pink branding for a minimalist black-and-white look. The rebrand was part of an effort to reposition the fast fashion giant as a more mature, elevated label.
The shift was seen by many as a dramatic departure from the bold, playful aesthetic that helped build the brand’s popularity among younger shoppers. By removing the distinctive elements that made PLT instantly recognisable, the rebrand sparked a wave of commentary suggesting the company had lost touch with its audience.
“The black-and-white logo feels like watching your fun best friend suddenly turn corporate,” one user commented on TikTok – a sentiment echoed widely online.
Richard Hunt, Director at Liquidation Centre, says:
“Rebrands can really shake things up, but if a brand loses what made people fall in love with it in the first place, it can backfire. Moving too far from what made the brand popular can risk alienating loyal audiences and undo years of goodwill.”
-
Jaguar Land Rover – 2023: A Heritage Brand Reworked
In 2023, Jaguar Land Rover revealed a major rebrand. The company became JLR, with Jaguar, Range Rover, Defender and Discovery positioned as separate brands.
The goal was to modernise and appeal to the luxury electric market. But the change didn’t land well with many fans. Dropping the Land Rover name confused customers and drew criticism for overlooking one of the most recognisable names in British motoring.
Long-time supporters said it felt like the brand was turning its back on its roots. Others felt the new JLR logo lacked character and identity.
Richard adds:
“Legacy brands need to evolve, but not at the cost of what makes them iconic. If customers feel you’re erasing history, the brand can lose more than it gains.”
-
Twitter – 2023: X Marks the Miss
In 2023, Elon Musk rebranded Twitter as X, replacing the famous bird logo and iconic name with a stark, minimalist identity. The move was part of his wider plan to transform the platform into an “everything app”.
The reaction was swift and largely negative. Users and branding experts criticised the decision for scrapping over a decade of global recognition. Two years on, in 2025, most people still call it Twitter and continue to refer to posts as “tweets”, showing how little traction the new brand has gained.
“Changing a well-known brand name should never be rushed. When people still use the old name years later, it’s a sign the new identity hasn’t stuck.”
-
Hyundai – 2023: A Lesson in Saying It Right
In 2023, Hyundai launched a UK campaign to change how people pronounce its name. The brand had been widely called “Hyun-die” for years, but the company pushed to correct it to “Hyun-day”, in line with the global pronunciation.
The adverts were light-hearted, but the move sparked mixed reactions. Some appreciated the effort to honour the brand’s Korean roots. Others felt the change was unnecessary and confusing, especially when the old version was so widely used and recognised.
“Even something as simple as how people say your name is part of your brand. But if you try to change it after years of people saying it a certain way, it can feel a bit forced. You’ve got to meet customers where they are.”
-
Tropicana – 2009: When Packaging Goes Pear-Shaped
In 2009, Tropicana decided to give its orange juice packaging a fresh new look. The brand replaced its familiar orange-with-a-straw image with a clean, minimalist design. But instead of being seen as modern, the new look confused shoppers and led to a sharp drop in sales.
Customers struggled to spot the product on shelves, with many saying it looked too generic and had lost its recognisable identity. Just weeks after the rebrand, Tropicana reversed the decision and brought back the old packaging.
“This shows how powerful familiarity is. A design might look dated to a brand team, but to customers, it’s part of what they trust. Change it too suddenly and you risk breaking that connection.”
Richard Hunt comments on how brands and businesses can rebrand successfully by balancing fresh ideas with what customers already know and trust:
“To plan a successful rebrand, businesses need to start by understanding how their brand is currently seen and what they want to achieve. Research is key; talking to customers and analysing the market helps spot what’s working and what isn’t. It’s also important to involve people throughout the process and test new ideas before going live. Clear communication about why the change is happening can build support, and after launch, brands should keep a close eye on feedback and be ready to adapt. Thoughtful planning like this makes a rebrand much more likely to succeed.”