Transform’s rebrand of the year: 2024

We asked people from the global design community to tell us what their ‘rebrand of the year’ was. While some were passionate about one project in particular, others struggled to whittle down their top 10 list. These are the results…

Associazione Archivio Storico Olivetti (Cappelli Identity Design)

Our year-long collaboration with the Associazione Archivio Storico Olivetti to create its new identity perfectly represents Cappelli Identity Design's approach to brand transformation through our ‘Dynamic brand methodology’. The rebrand balances tradition, innovation and accessibility, projecting Olivetti's cultural and technological heritage into the future. The visual identity, based on editorial precision and a custom typeface (OT L22), is a dynamic system that reflects Olivetti's role as an icon of design and human-centred innovation.

Fabio Zanino, head of communication and external relations, Cappelli Identity Design

CenterSquare (JKR), Figma (in-house design team), Fluz (Koto), Go Compare (Ragged Edge), Guggenheim (Pentagram), Imperia (Landor), Impossible (JKR), Lego (Interbrand), Mozilla (JKR) and W Hotels (Porto Rocha)

2024’s rebrands for me celebrate innovation, inclusivity and pushing creative boundaries despite AI’s rise. Bold typography, vibrant gradients and dynamic systems, as seen in Mozilla by JKR and Lego by Interbrand, dominate. Minimalism meets storytelling in Guggenheim by Pentagram, blending legacy with modernity. Human-centric design shines in Fluz by Koto, emphasising trust and approachability. Tech and FMCG brands like Figma’s in-house redesign and Imperia by Landor balance functionality, creativity and sustainability. These rebrands prove that while AI tools grow, human ingenuity remains unmatched – delivering unique, purpose-driven identities that build trust, spark connections and inspire action in a multi-platform world.

Duy Nguyen, co-founder and executive creative director, M – N Associates

Imperia (Landor)

The Imperia rebrand stood out for me this year.

The modernised lozenge-shape now cleverly doubles as the product itself, transforming graphics into pasta shapes, capturing the essence of the brand in a simple, playful manner.

The identity unfolds seamlessly, with motion and a colour palette that feel authentically Italian whilst still being directly inspired by food. The 3D machine illustrations further elevate the concept, abstracting the products in a fun and engaging way. Joined ligatures in the typeface, inspired by the shapes of pasta, are another thoughtful detail that adds a unique, ownable element to the identity.

Overall, the entire execution feels perfectly aligned with the brand, bringing a genuine sense of Italian passion and joy. 

Dan Kennington, creative director of motion, Turner Duckworth London Studio

L’eggs (Family Office, Cobbco and Pentagram)

It’s always fascinating to see how a brand like L’eggs reinvents itself for new generations. The rebrand honours its 1970s aesthetic with a refresh to its charming logo, a playful personality and an inclusive, less antiquated view on gender and sexuality. But competing with Spanx and Sheertex will certainly take more than a rebrand. L’eggs was the OG accessible women’s hosiery brand; if they invest in that nostalgia and continue to push their pioneering attitude, they have the potential to reach a new generation that knows nothing of their iconic ‘egg’ packaging... while bringing along loyal consumers for the journey.

Claudia Mark, head of creative, Agenda

Maybelline (Sixième Son)

In 2024, Maybelline created its first sonic identity and revived its 1990s jingle, “Maybe it's Maybelline,” with a whole new musical attitude. To reinvent a piece from the 90s was a bold gamble and could have run the risk of feeling nostalgic or out-of-step with today’s beauty consumers. But the fresh, new sound captures the essence of the past while infusing the modernity of the cosmetic brand’s values of self-confidence, authenticity and empowerment... And reflecting New York’s electrifying energy! The reinvented jingle has been met with real success and has inspired the creation of social media content across the globe. 

Michael Boumendil, founder and CEO, Sixième Son

Mountain Dew (PepsiCo Design)

My 2024 rebrand of the year is Mountain Dew.  They found a modern, ownable way to tap its heritage while creating something new and spectacular. It shakes its adrenaline rush positioning in lieu of energy coming from outdoors, with a stylised nod to post-war national park posters. Its bold font and rounded edges are instantly iconic, building irresistible stress between ‘Mountain’ and ‘Dew’ while inviting consumers into a sunshiny world of lush green, snow-capped mountains, lake-life, starry nights and camping days. It also establishes design codes, like an earth meets mountain meets sky framing, that can flex to tell different stories as needed. This rebrand is daring, distinct and delicious!

Marco Vitali, founder and managing partner, Sonic Lens Agency

Mozilla (JKR)

The Mozilla rebrand by JKR is pure nostalgia, and I love it for that. It takes us back to the early days of the internet, embracing a maximalist visual language that some might find overwhelming – but it works. What stands out most is the strategic narrative: Mozilla as an activist brand, reclaiming the internet for privacy and humanity. It’s a refreshing stance when most brands are chasing tech and AI trends.

Bringing back the iconic dinosaur is also a witty move. For those who know, it’s a moment. The retro pixels and vintage vibes might seem basic, but they humanise the brand in a way that feels oddly comforting. It’s bold, nostalgic and the type of move we need to see more of in branding and in 2025. 

Mo Saad, head of design and creative impact, Brand Lounge

RSPCA (JKR)

The success of the RPSCA rebrand at the hands of JKR is hard to overstate. The not-for-profit sector, particularly in the UK, has blossomed over the past year – and the UK animal welfare charity’s redesign has richly contributed to that.

JKR took a brand that was dreary with major inconsistencies and infused it with character and colour. Its thick custom typeface, Wilberforce Sans, was inspired by protest placards found in archives, reflecting the brand’s considerable history.

This bold, unapologetic approach reminds me of the deliberately pointed strategic direction taken by the PepsiCo Design team the year prior when updating Pepsi. While many lessons could be teased out from the brilliance of these two projects, what seems most important to me is the idea that a good brand update in the 2020s will push boundaries while remembering and respecting its legacy audience.

Other honourable mentions include GHTK and MotoGP.

Jack Cousins, editor, Transform magazine

Wild Thingz (How and How)

Taking the organic sweets brand Just Wholefoods and reimagining it as Wild Thingz is a brilliant example of strategy, design and copy coming together to tell a story that grabs people’s attention, pulls them in and inspires them to change their behaviour. 

We all like the idea of natural products, but organic brands often feel earnest, elitist or play to category tropes, making them instantly forgettable and hard to love. 

Wild Thingz has built a memorable brand by challenging category conventions intentionally, because they know we’re all more likely to make a better choice if it’s also way more fun.

Elliot Charles, associate strategy director, Saffron

Transform looks forward to covering the best and most transformational brand design work in 2025. Make sure you don’t miss a thing by subscribing to our weekly newsletter and print magazine.