From PLT to Twitter ‘X’

PrettyLittleThing – 2025: Minimalism Gone Too Far?

In early 2025, PrettyLittleThing revealed a bold new identity, ditching its iconic hot pink palette for a pared-back black-and-white aesthetic. The move aimed to reposition the fast-fashion label as more refined and premium, but for many fans, it felt like a complete departure from what made the brand special.

Online, reactions were mixed. Some praised the sleek design, but others accused the brand of abandoning its youthful energy. “The new logo feels like your fun best friend suddenly started wearing suits,” one user joked on TikTok, a sentiment widely echoed across social media.

Richard Hunt, Director at Liquidation Centre, comments:
“Rebrands can be powerful, but when you strip away the elements that made your brand loved in the first place, you risk losing your core audience. The key is to evolve without erasing your identity.”

Jaguar Land Rover – 2023: Losing Its Legacy

When Jaguar Land Rover rebranded to JLR in 2023, it signalled a shift towards the luxury electric market. The company also separated its four lines, Jaguar, Range Rover, Defender and Discovery, into distinct sub-brands.

While the goal was modernisation, many fans felt the brand had abandoned its roots. The decision to drop the Land Rover name sparked confusion and backlash from customers who saw it as a loss of heritage and personality.

Richard adds:
“Heritage brands face a unique challenge, they must innovate while respecting what made them iconic. If a rebrand feels like rewriting history, loyal customers can quickly lose faith.”

Twitter – 2023: X Marks the Miss

In one of the most high-profile rebrands of the decade, Elon Musk transformed Twitter into X in 2023, scrapping the famous blue bird and the very name that had become part of pop culture.

The reaction was overwhelmingly negative. Users, designers, and marketing experts criticised the change as unnecessary and confusing. Two years later, most people still call the platform “Twitter” and continue to “tweet” rather than “post”, proof that the new brand hasn’t truly stuck.

Richard notes:
“Renaming a globally recognised brand should never be rushed. If people still use the old name years later, it’s a clear sign that the rebrand didn’t resonate.”

Hyundai – 2023: The Pronunciation Pivot

In 2023, Hyundai launched a UK campaign encouraging people to pronounce its name correctly, “Hyun-day” rather than the common “Hyun-die.” The tongue-in-cheek ads aimed to educate and align the pronunciation with global markets.

While some applauded the campaign for championing cultural authenticity, others found it unnecessary or confusing, arguing that the brand had already built strong awareness with the old pronunciation.

Richard explains:
“Even pronunciation can be part of your brand identity. But after years of public familiarity, changing it can feel forced. Sometimes it’s better to adapt to your audience than to correct them.”

Tropicana – 2009: A Packaging Cautionary Tale

In 2009, Tropicana refreshed its packaging, removing its signature orange-with-a-straw design in favour of a minimalist look. The result? Customers couldn’t recognise it on shelves. Within weeks, sales plummeted by 20%, forcing the brand to revert to its old design.

Richard comments:
“This was a classic example of the power of familiarity. What feels outdated to a brand team can be comforting and trustworthy to customers. Change needs to be gradual, not a total reset.”

How to Get Rebranding Right

Richard Hunt offers his advice for businesses considering a rebrand:

“To get it right, you need to start with insight. Understand how your audience currently perceives your brand and what you want that perception to become. Test ideas, gather feedback, and communicate openly about why the change is happening. A successful rebrand strikes the balance between innovation and recognition, it refreshes your image without losing what your customers already love.”