My client wanted to rebrand to reflect the change in management at the brewery he had just bought.

I did a subtle rebrand for him, redesigning his logo and modernizing the design a bit, but nothing drastic. Why? Because I conducted tests with his social media followers and regular clients, and they all seemed to love the brand, believing the branding itself was iconic.

However, his girlfriend wanted to completely overhaul the brand, logo, packaging, and everything associated with it.

I tried to advise against it, but they still wanted to move forward with the changes. So, I suggested doing a pilot with a small group of clients.

They did, and it didn’t turn out well. Some clients purchased less than usual, and others didn’t trust the new packaging, insisting on the old packs they had been buying.

In the end, he reverted to the original branding, and his girlfriend stopped calling me repeatedly to tell me what I should do.

So, if you’re rebranding, think before you leap and take the time to do the tests.

Have you or do you know any body who rebranded and how did it go ?