Recently, several well-known brands have embarked on significant rebranding journeys. The most recent rebranding instance is Pizza Hut. It refreshed its global identity with a modern logo, vibrant visuals and the tagline ‘Feed Good Times’.
Other examples include OYO transitioning into ‘Prism’, Emami updating its logo, Boult into ‘GOBOULT’ and Sunsilk refreshing its brand identity to better connect with cultural trends. These changes are more than just new logos or colors - they reflect a larger strategy to stay relevant and appeal to evolving audiences.
Rebrands typically happen at the same time as big changes in the business, like moving into a new category or making a lot of money in the stock market. These are times when it's most important to have a clear story and a consistent image. By updating their visual identity and messaging, brands can signal growth, innovation, and readiness for the next stage in their journey. It helps them present themselves as modern and forward-looking to both consumers and investors.
It communicates that the brand is evolving, not just in appearance but also in its values, vision, and market approach. This can strengthen investor confidence and consumer trust simultaneously.
Decisions that prompt a rebrand
In July 2025, Emami introduced a refreshed corporate brand identity, reflecting both its legacy and its evolving business direction. The new identity retains visual elements from the original design to signal continuity while incorporating updated features.
A senior spokesperson at Emami shares that reaching 50 years last year was a special milestone for the brand and it felt like the right time to reinvent. Emami believes that it is essential to change with the times to stay relevant.
The company views the change as a celebration of its past while building for the future. “This moment gave us the chance to celebrate our rich legacy while looking ahead and embracing change. Our new corporate identity marks Emami’s growth into a more energetic and future-focused organisation that stays true to its core values and heritage but is ready to lead with innovation and a clear sense of purpose in the coming years," they said.
Cultural relevance has also been a key driver behind the rebrand. With it being rooted in Indian heritage, Emami understands the importance of evolving with the times to remain meaningful for its consumers and the industry.
The spokesperson further explains, “Our new identity consciously balances our enduring Indian character with a fresh, contemporary outlook, honouring where we come from while embracing the changing landscape and new consumer needs.”
Zomato’s transformation into ‘Eternal’ was driven by its expansion into new verticals such as Blinkit and Hyperpure, signaling diversification and a deliberate step away from being viewed solely as a food delivery company. Similarly, Zee’s move to a single, simplified ‘Z’ distilled its decades of history into a concise identity, reflecting its focus on both content and technology.
Design agencies believe there are reasons beyond the ones usually highlighted. “A brand rebrands when the story it tells no longer matches the life it is living,” notes Neha Tulsian, Founder and ECD, NH1 Design. According to her, the motivations can be wide-ranging such as business growth, market shifts, new audiences or simply a brand that has outgrown the clothes it was first given.
These triggers are not hard to identify. “A change in leadership. Diversification. Consolidation. The run-up to an IPO. Each moment demands a sharper, more confident identity,” Tulsian explains.
Industry experts caution, however, that rebrands must go beyond cosmetic changes. “Superficial changes can confuse audiences and undermine brand equity. The most successful rebrands feel natural and inevitable, as if the brand could never have been anything else,” she states.
Balancing long-term vs short-term goals
Is rebranding just about making noise in the short term, or is there more to it? While a fresh identity can certainly grab attention and spark curiosity, the bigger question is whether it can also deliver long-term value.
According to Shekhar Badve, Founder Director, Lokus Design, a Strategic Design Consultancy, rebranding cannot be driven solely by the lure of short-term attention; it must be crafted to deliver lasting value.
“Short-term buzz matters, but it cannot come at the cost of enduring equity and long-term benefits. A rebrand should be designed with a systemic approach spanning multiple horizons,” Badve explains.
He believes that the immediate payoff of a rebrand lies in “signaling change, creating visibility, and reigniting curiosity.” In the medium term, it becomes a driver of tangible business outcomes from smoother market entry and stronger talent attraction to better investor confidence and sharper competitive differentiation.
“The long-term value of a rebrand is when it anchors itself in purpose, values, and a consistent narrative that builds trust, loyalty, and category leadership,” he adds.
Badve emphasises that design thinking is central to this process, helping brands strike the right balance between creativity, innovation, and empathy. “Investors see clarity and confidence. Consumers see relevance and authenticity. The business sees measurable results.”
Ensuring continuity while refreshing brands for audiences
A strategic approach to preservation during a rebrand focuses on maintaining the essence of a brand while updating it for modern audiences. Shiraz Khan, Founder and Director, Spicetree Design Agency, explains, “The key to effective rebranding is to keep the emotional connection customers have with your brand while keeping it relevant to new audiences and market conditions. This means you need to really grasp what people like about your brand experience.”
He outlines a strategic approach to preservation during a rebrand. First, companies should audit brand memory structures to identify the visual, verbal, and experiential elements that make people instantly recognise the brand. Next, they should modernise, not replace, updating elements for contemporary platforms while maintaining the brand’s core DNA. Finally, brands must test recognition thresholds to ensure design changes still evoke the same brand in customers’ minds.
Indian companies have offered strong examples of this approach. Asian Paints’ 2019 rebrand retained its iconic colour palette and beloved mascot, Gattu, helping the company sustain decades of brand value. Mahindra Group’s 2020 unified branding preserved its logo while integrating over 100 enterprises under a single visual system. After Walmart acquired Flipkart, the e-commerce giant balanced retaining Flipkart’s familiar logo and blue colour scheme with global operational expertise.
Khan conveys, “Indian companies have a unique chance to rebrand since they may use deep cultural stories while still embracing global design trends. The best Indian rebrands blend local culture with global goals, making companies that seem both real and aspirational.”
Ultimately, rebranding is more than a design exercise. It’s a way for companies to realign with current market trends, engage new audiences, and position themselves for long-term growth. By thoughtfully updating their identity, brands ensure that they remain relevant and memorable in an increasingly competitive marketplace.
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