The company has moved on, but the brand has not
You have different customers, larger projects or new markets, but your identity, website and materials still reflect an earlier stage.
Rebranding
Rebranding a company that has outgrown its brand
We reshape the brand so customers can see the company you are today, without losing what they value about you. We start with an audit and finish only when the new brand works across your website, materials and packaging.
When
When a company rebrand makes sense
It is rarely just that the logo feels dated. Usually the company has changed while customers still see the version it used to be.
Your offer or customers have changed
You sell something different, or to different people, than you did a few years ago, but the brand is still telling the old story.
The brand depends on a manufacturer or founder
Customers associate you with a brand you sell, or with one person, rather than with the whole company and its expertise.
The next generation is taking over
The next generation wants to shape the company in its own way. That can be done with respect for what the founders built.
You are entering a new market or launching a new line
Customers in another country may need different messaging, while new products still need to fit alongside the existing range.
Your leadership or company structure has changed
A new leadership team, merger or acquisition is a good moment to establish one brand and one way of speaking.
Is the problem limited to one offer or one page? A Pilot is often enough, without changing the whole brand.
Recognition
How to change a brand without losing customer trust
We know this is the hardest part of the decision. Customers can be more attached to packaging, colours and brand marks than companies expect.
Before we draw anything, we find out what customers recognise and value about you, and protect those parts. We change what no longer fits the company you are today.
“We decided to undergo a rebranding process, fully aware that it was a fairly risky and challenging undertaking. The planned changes were particularly stressful for us, as some Polish customers were very attached to the old packaging. We sought a partner with whom we could quickly establish a rapport and communicate our concerns and ideas transparently.”
Ewelina Kwit-BetlejCo-owner of Resibo
Resibo
Resibo kept its logo
Customers knew the logo, so we kept it. We made it clearer and moved it away from the feel of a small artisan maker as the brand reached more shops and international markets.
Resibo
Resibo stood out from the kraft-packaging crowd
At the time, nearly every natural skincare brand used kraft packaging, so Resibo blended in on the shelf. We kept what worked about it: its warmth and natural feel. We carried those qualities into the brand’s creamy signature colour. Resibo still looks natural, but shoppers can now spot it on the shelf.
College Cribs
The house stayed and got a graduation cap
Users knew the house-shaped logo, so we kept it and added an academic cap. The green people had associated with the brand for years stayed, while purple brought in student energy.
The process
The rebranding process, step by step
Not every project needs every step. Each one does end with something ready to use.
- 01
Conversation
We learn why you want to make a change, what deadline is driving it and who will make the decisions.
At the end of this stepA clear starting point.
- 02
Audit
We review your offer, customers, competitors, website and materials to find the source of the problem, not just its symptoms.
At the end of this stepA list of what to protect, what to change and what to do first.
- 03
Direction and messaging
We decide who the brand speaks to, what it promises and how it backs that up. The visual identity follows from those decisions.
At the end of this stepNew messaging and an identity with usage guidelines.
- 04
Rollout
We put the brand where customers experience it: on your website, in your offer, on packaging, signage and other materials.
At the end of this stepThe brand in place on your website, in your offer and on the shelf.
- 05
Launching the new brand
We prepare customer messaging, materials for your team and a rollout sequence to make the transition manageable.
At the end of this stepA launch plan and priorities for the months ahead.
We need one person with final say, access to the knowledge in your company and feedback on agreed dates. We manage the project, team and schedule.
Selected work
Rebranding work for Mobipol and Resibo
Mobipol · lubricant distribution
After 30 years, a Mobil distributor found its own voice
A generational handover, a new identity, website and shop. The manufacturer appreciated the rebrand and stayed with Mobipol.
Resibo · natural skincare
How to stand out from kraft packaging without losing loyal customers
A refreshed identity, new product names and 38 products in new packaging.
“Through our collaboration, we've achieved a brand identity that's not only contemporary and fresh but also approachable. This positions us uniquely for future growth and fuels our passion.”
Justyna Kruczek-MiljenovićCo-owner of Mobipol
Where to start
Where to start with a rebrand
Usually with an audit, so your budget goes toward the right problem. If you already know what is not working, we can get started straight away.
Brand audit
When you are not yet sure what needs to change or how extensive that change should be.
How the audit worksPilot
When you want to test a new direction on your most important offer and sales page first.
How the Pilot worksPartnership
When the change spans many products and channels and will take longer than one project.
How Partnership worksWill customers still recognise us after a rebrand?
That is where we start. We find out what customers recognise you by, then keep those elements or change them gradually.
Do we have to change everything at once?
No. We set priorities and roll out the change in stages, starting with the places that have the greatest impact on sales. For larger changes, we work in our Partnership model.
How long does a rebrand take?
It depends on the number of products, where the brand appears and how quickly decisions are made on your side. You will know the schedule for each stage before it begins.
What does the cost of a rebrand depend on?
It depends on the scope: the number of products and lines, markets and rollout materials, and whether we or your team handle implementation. We price each stage separately, so you know its cost before it starts.
What will we receive at the end?
Documented brand messaging, a visual identity with guidelines, production-ready files and the agreed rollout items: a website, materials, packaging or signage.
How do we tell customers and our team about the change?
That is part of the project. We prepare messages for customers and partners, materials for your team and a sequence for introducing the new brand in each place.
Contact
Tell us what has changed in your company
To get started, send us your website, the reason for the change and any deadline driving it. We will reply within two working days and suggest a first step: an audit, a Pilot, a Partnership or a smaller adjustment if that is all you need.
Gabi or Piotr will reply personally. Prefer to talk? Give us a call.