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Viv Harries
Brand Designer & Founder

Viv Harries is the Founder of Vivi Creative. He works with businesses to give them the creative edge with unique designs and a solid brand identity.

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Most Successful rebrands of 2023

  • By Viv Harries
  • Feb 06, 2024
  • No Comments
  • Branding

January seemed to get away from us here at VIVI Creative, so after a very busy month it is time to get back to some regular blogging. So to start 2024 off with a bang I thought we would look at some of the best rebrands of 2023.

We have looked at some of the biggest brands across the globe and want to delve into what we deem as the most successful. Our choices are Pepsi and HBO from the states and my old favourite travel companion Air Asia. So lets read on and see what changes they made last year.

Pepsi Rebrand

Pepsi, a global giant in the beverage industry, has always been synonymous with boldness and innovation. However, as consumer preferences evolved and competitors surged, Pepsi found itself at a crossroads. The brand needed to reclaim its status as a trailblazer while staying true to its heritage.

The rebranding process for Pepsi began with a deep dive into its rich history, dating back to its founding in 1893. Analyzing consumer trends and market dynamics revealed a crucial insight: Pepsi's strength lay in its ability to connect with the spirit of the times.

With this in mind, Pepsi unveiled its new brand identity—a sleek, modern design that pays homage to its iconic logo while embracing contemporary aesthetics. The vibrant colour palette reflects the brand's energy and vitality, while subtle nods to its heritage evoke a sense of nostalgia and familiarity.

One of the most significant changes was Pepsi's messaging strategy. The brand shifted its focus from product-centric advertising to campaigns that resonate with the values and aspirations of today's consumers. By aligning its messaging with cultural movements and societal issues, Pepsi successfully repositioned itself as more than just a beverage—it became a symbol of progress and unity.


For decades, Pepsi has been synonymous with youthful exuberance and unapologetic innovation. However, in an era defined by shifting consumer tastes and heightened social consciousness, Pepsi recognised the need to reaffirm its position as a beacon of joy and progress.


The essence of Pepsi's rebrand journey was rooted in a profound sense of purpose—to ignite moments of joy and connection in the lives of its consumers. By aligning its brand with values of inclusivity, diversity, and empowerment, Pepsi aimed to transcend its role as a mere beverage company and become a catalyst for positive change.


Embracing the spirit of possibility, Pepsi unveiled its new tagline: "Spark Joy, Spark Progress." This succinct yet powerful statement encapsulates Pepsi's commitment to sparking moments of happiness while driving meaningful progress in society.

HBO Rebrand

HBO has always set the bar high for quality content. However, with the rise of streaming services and changing viewing habits, HBO recognised the need to adapt its brand to remain relevant in an increasingly crowded market.

The journey towards HBO's rebranding began with a thorough analysis of its core strengths and weaknesses. While HBO's reputation for premium content was unparalleled, its brand identity lacked coherence and consistency across platforms.

To address this challenge, HBO embarked on a comprehensive rebranding strategy aimed at streamlining its visual identity and messaging. The result? A sleek, minimalist design that reflects HBO's commitment to quality and innovation.

Gone are the cluttered visuals and outdated graphics—HBO's new logo and branding elements exude sophistication and elegance. The use of clean lines and bold typography conveys a sense of confidence and authority, while subtle animations add a touch of dynamism to the brand's digital presence.

But perhaps the most significant change lies in HBO's content strategy. With the launch of HBO Max, the brand expanded its offerings beyond traditional television programming to include a vast library of on-demand content. By embracing the streaming revolution, HBO not only modernised its brand but also positioned itself as a leader in the digital entertainment landscape.


As a trailblazer in the entertainment industry, HBO has long been revered for its commitment to groundbreaking storytelling and uncompromising quality. However, with the advent of digital streaming platforms, HBO recognised the imperative to redefine its position as a premier destination for premium content.


HBO's rebranding efforts were driven by a singular purpose—to reaffirm its status as the gold standard in entertainment while embracing the evolving needs and preferences of modern audiences. By leveraging its rich legacy and innovative spirit, HBO aimed to inspire, captivate, and entertain audiences across the globe.


With an eye towards the future, HBO unveiled its new tagline: "Elevating Entertainment, Empowering Imagination." This evocative phrase embodies HBO's commitment to pushing the boundaries of creativity while empowering viewers to dream, explore, and escape through immersive storytelling.

AirAsia Rebrand

AirAsia, the Malaysian low-cost carrier, has long been synonymous with affordability and accessibility. However, as the airline industry faced unprecedented challenges due to the COVID-19 pandemic, AirAsia realized the need for a strategic overhaul to remain competitive in a rapidly changing landscape.

The rebranding journey for AirAsia  to Move digital began with a reevaluation of its brand positioning and value proposition. While affordability was still a cornerstone of the brand, AirAsia recognised the importance of offering more than just low fares to attract and retain customers.

The key to AirAsia's successful rebranding lay in its ability to tap into the evolving needs and desires of travelers. By leveraging data and insights, AirAsia identified opportunities to enhance the customer experience and differentiate itself from competitors.

The result? A refreshed brand identity that captures the essence of modern travel—efficiency, convenience, and affordability. From a redesigned logo to a revamped website and mobile app, every aspect of AirAsia's brand experience was carefully crafted to delight and inspire travelers.

But perhaps the most significant innovation was AirAsia's focus on sustainability and social responsibility. As concerns about climate change and environmental conservation grew, AirAsia took proactive steps to reduce its carbon footprint and promote eco-friendly practices. By aligning its brand with values that resonate with today's consumers, AirAsia not only differentiated itself in the market but also strengthened its reputation as a responsible corporate citizen.


As a pioneering force in the airline industry, AirAsia has long been synonymous with affordable, accessible travel. However, in an era marked by heightened environmental awareness and shifting consumer preferences, AirAsia recognised the need to redefine its positioning as a responsible and customer-centric airline.


AirAsia's rebranding journey was guided by a clear sense of purpose—to transform the travel experience by offering unparalleled affordability, convenience, and sustainability. By prioritising the needs of its customers and the planet, AirAsia aimed to solidify its reputation as a forward-thinking and socially responsible airline.


Reflecting its commitment to customer satisfaction and environmental stewardship, AirAsia introduced its new tagline: "Fly with Purpose, Journey with Passion." This heartfelt slogan encapsulates AirAsia's dedication to providing purposeful travel experiences while fostering a deep sense of passion and connection among its passengers.

These rebrands in 2023 stand as shining examples of strategic vision, purposeful innovation, and customer-centricity in branding. Through meticulous planning, creative execution, and a deep understanding of their respective markets, these companies have successfully navigated the complexities of change to emerge stronger, more relevant, and more connected to their audiences than ever before.

The rebrands underscore the transformative power of strategic rebrand in driving growth, relevance, and customer engagement. By aligning their identities with purpose, innovation, and customer-centric values, these companies have not only revitalised their brands but have also set the stage for continued success and leadership in their respective industries. As they continue to evolve and adapt to the changing needs of their audiences, Pepsi, HBO, and AirAsia stand as beacons of progress and inspiration, paving the way for a future defined by creativity, connectivity, and limitless possibilities.

Thanks for reading

about the author
viv haries
about the author

Viv Harries is the Founder of Vivi Creative. He works with businesses to give them the creative edge with unique designs and a solid brand identity.

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