#rebrand

#rebrand

'Odd' represents the agency's dedication to non-conformity and originality, while 'Minds' represents the plurality of the business, and the creative heads that come together to make it what it is. It's also visualised in a suite of personalised icons. "We asked each person to reflect on the different sides of their personality, their obsessions and fascinations, and distill that down into a singular thing," says creative director Gary Roberts, creative director.

Familiar enough to feel nostalgic, yet dynamic enough to draw in new generations, the revamped look ushers in an exciting new era wrapped in joy. While we might think the best rebrands are about grand reinvention, sometimes a brand refresh is all you need to stand out from the crowd. With a revamped wordmark, expressive typography and a vibrant new colour palette, Starburst's new identity embodies playfulness and personality.

Financial brands have developed a reputation for being corporate and oftentimes, a little dull, but that doesn't have to be the case. Switching up the stereotype is Tilt, a fintech company focused on empowering people without dwelling on their financial past. The best rebrands strengthen a brand by digging into its heritage and values, creating a new identity that's succinct and strong.

For decades, Cracker Barrel's logo included an overall-clad man with his arm on one of the namesake barrels. This year, the restaurant chain decided to change it. Following the change, social media users revolted, and the company's stock price dropped. It's not the company's first controversy. Founded decades ago as a roadside stop for sit-down meals, the restaurant and general store chain has endured protests, discrimination lawsuits, and trademark infringement claims.