Brand Breakdown
Breakdown: Herman Miller’s First Rebrand in Decades Respects Its Heritage
Updating a mid-century modern icon without flattening what made it iconic in the first place.
Deep Dive
Brand Breakdowns
Line-by-line teardowns of real rebrands — what worked, what didn't, and the business logic underneath the reaction.
All Breakdowns
Brand Breakdown
Breakdown: How Amazon Unified 50+ Sub-Brands Under One Identity
Wrangling a brand this large into one coherent system is harder than it looks.
Brand Breakdown
Breakdown: Walmart’s Quiet Refinement Over Reinvention
New colors, new type, same spark — a rebrand that chose not to distance itself from its past.
Brand Breakdown
Breakdown: Lamborghini Flattened Its Bull for the Electric Era
Simplifying a logo this recognizable is riskier than it looks — here's why it worked.
Brand Breakdown
Breakdown: Klarna’s Pink Identity Leans All the Way In
A fintech brand that decided playful confidence beats corporate blue every time.
Brand Breakdown
Breakdown: Ocean Spray Found Depth in Its Own Archive
Instead of chasing trends, this refresh dug into brand history to find a richer story.
Brand Breakdown
Breakdown: Instagram’s Flat Icon Was Mocked, Then It Aged Perfectly
The gradient camera icon was a punchline in 2016. Nobody blinks at it now.