insight

If you have read our last blog post on whether your brand needs a revamp and are still wondering if the whole process is really necessary, here are a few outstanding brands that were brave enough to shake things up and revamp their brand with significant results.

1. Foodpanda

This food delivery service based in Germany is a globally recognised brand that are close to many of our hearts. Foodpanda was bought over by Delivery Hero SE in 2017 and underwent a rebranding exercise that saw them swap out their orange hues for a vibrant and eye-catching pink. They also updated their logo and typeface to convey a modern look and feel. This rebranding exercise took time to complete but was well worth it as Foodpanda’s brand identity is now etched in our minds.

2. MyTeksi/GrabTaxi -> Grab

The brainchild of Anthony Tan, Grab, started as MyTeksi in 2012 as a taxi-booking app. The rebranding of MyTeksi to Grab happened in tandem with the transformation of the business as it expanded from their extensive transportation services to include food delivery and digital payments. The renaming of the brand perfectly encapsulates the brand’s growing role in consumer’s lives and highlights their values of reliability through its simplistic yet recognisable design.

4. Groupon -> Fave

The deals and discounts app formerly known as Groupon was bought over in 2016 by Fave Group, a mobile commerce company and was rebranded as Fave as a result. The consolidation means that Fave now serves over 3 million subscribers. The rebranding exercise gives the brand a clean slate to start with through a new brand identity that is fresh and lively.

5. Dunkin’ Donuts -> Dunkin’

The American coffee and donuts franchise that started in 1973 had performed a brand refresh in 2018, starting in America with branches across the globe following suit shortly after. Malaysia’s end of the rebranding exercise took place in 2019 with the introduction of a new ‘360 store design’ concept in Suria KLCC. The brand’s change of name reflects their shift in focus towards providing fresh and delicious coffee alongside their wide variety of donuts and sandwiches.

Sources:
https://coconuts.co/bangkok/news/foodpanda-rebrands-itself-in-pink-to-stand-out-in-city-landscapes/
https://vulcanpost.com/519631/grabtaxi-is-now-known-as-grab/
https://www.marketing-interactive.com/proton-roars-ahead-with-brand-refresh-shares-internal-shift-in-values
https://www.expatgo.com/my/2017/03/01/groupon-rebranded-fave/
https://themalaysianreserve.com/2019/11/08/dunkin-donuts-is-now-simply-dunkin/