PUMA sure knows how to kick off a year with a bang! The brand recently made waves by rebranding itself as PVMA—yes, even changing store signage and online branding—which had everyone talking. Social media was filled with organic reactions, ranging from confusion over whether it was a mistake to debates about how to pronounce "PVMA." Initially, the move didn't seem to sit well with many, but when it was revealed to be a clever collaboration with Indian badminton star PV Sindhu, the campaign was widely praised for its creativity.
But not all brand rebranding stories end this well—some have faced serious backlash. Here's a look at some of the top rebranding fails:
Last November, British luxury automaker Jaguar unveiled its new logo through a bold, pop-art-inspired branding film.?
With over a century of history, the 102-year-old company announced its transition into a "new era" as it gears up for an all-electric car lineup. The rebranding campaign showcased a visually striking, albeit perplexing, approach, featuring multicultural models in vibrant, futuristic outfits.
The tagline, "Copy Nothing," emphasised breaking free from convention with slogans like “Delete the ordinary. Go bold. Copy nothing."
A promotional video shared on X and Instagram depicted models in alien-like, colorful attire navigating surreal landscapes, accompanied by the phrase, "Break Moulds."
Despite its artistic ambitions, the campaign faced backlash online. Critics were quick to point out the lack of any actual cars in the ads, calling the message unclear.?
Even Elon Musk commented on X, asking, “Do you sell cars?”?
Additionally, the redesigned "leaper" jaguar logo drew mixed reactions, with many lamenting the loss of the classic emblem.
In January 2025, Walmart unveiled its first logo update in two decades, leaving shoppers genuinely surprised.
The company announced the change as part of a "comprehensive brand refresh."?
However, the update, which included tweaks to the font, imagery, and color scheme, sparked widespread astonishment—not because it was drastically different, but because it appeared almost identical to the old design.
Here's a closer look at the subtle transformation that left everyone talking:
In 2010, GAP made a bold move by replacing its iconic logo, which had remained unchanged for 20 years, without any prior announcement. The redesign featured a random gradient square tucked in the corner, paired with a generic font—a stark departure from the original.
The reaction was swift and overwhelmingly negative, with customers and designers alike expressing their disdain.?
The backlash was so intense that within just six days, GAP scrapped the new logo entirely and reverted to the classic design, marking one of the fastest branding reversals in history.
Tropicana's rebranding mishap stands out as a unique case. While the new design was praised for its fresh, clean, and modern aesthetic, it unintentionally stripped the brand of its identity.?
The iconic orange with a straw—a visual cue synonymous with Tropicana—was removed, leaving the packaging looking overly generic.
The result? Consumers struggled to recognise the product on shelves, leading to a staggering 20% drop in sales.?
This rebranding failure became a cautionary tale of the importance of balancing modern updates with brand recognition.
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