Why are brands reblanding?

With every rebrand comes opinion. One trend that seems to dominate above all has the unfortunate moniker of reblanding - where brands strip it right back to basics with a less is more attitude. It's an attempt to feel familiar by appearing the same, making blending the new branding.

So, are we tired of minimalist brands? Is the devil really in the detail? Or is it all in the eye of the beholder?

If you've ventured into the Twitterverse recently (Or X-verse now, we guess, more appropriately) you may have come across?The Cultural Tutor?who forewarns us about the danger of lazy design. The account is dedicated to celebrating the finer details in life that are suddenly missing from today’s everyday objects, and the same could be said for rebrands.

Patreon’s recent rebrand?evolved their logo into an 'ever-changing formless blob’ and?sparked lots of debate.?They intended to reflect the platforms evolution into a diverse content creation tool. However, critics have argued the minimalistic approach strips Patreon of its identity in an attempt to appear contemporary. Could this forward-thinking vision have set them back in the minds of consumers? Ironically, time will tell.

Johnson&Johnson also came under fire recently for ditching the last bit of detail the brand had to offer. As a heritage brand, one would have thought they could've leaned into their existing equity, but they argued to move forward, they don’t need to look backwards. The logo may fall victim to blanding, but a change was necessary to reflect the company's new focus. Unfortunately, med tech is an exciting and innovative space, and this wasn’t reflected in the design.

When brands attempt to modernise, it seems like the future only gets interpreted as minimalist. And while this approach has a time and place, it's a trend that’s becoming a little tired.

Try to please everyone and you’ll end up with a bland design that doesn’t excite or add value. It’s safe. And safe is boring.

So, what are brands doing to iron out the details?

Modernising ancient roots through structural design

TWYG is distinctive through its philosophy of innovative packaging, but it's also an example of how modern skin care can have ancient roots while pushing contemporary design.

Mack gives cleaning some grit on and off pack

Mack’s unexpected playful product names and relatable TOV make them memorable.

Unlocking the cannabis category

Breez needed an accessible identity that allowed everyone to understand and enjoy the benefits on cannabis so we presented them with a ‘Swiss Army knife’ style solution.

“Brands are a lot like people. Some are insanely good looking. Some have good chat. Some make you feel something new and exciting. Not many manage all three, but those that do are onto a winner.? If you’re struggling to be heard – rethink your voice. A strong visual style will reel people in, but carving out your own distinct way with words (and having lots of good stuff to say) will help you connect in ways others can’t.”

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