Blog

Insights, tips, and thoughts on brand development and design.

Case Study: Why Cracker Barrel’s $100 Million Rebrand Failed in 48 Hours.

They had a clear financial objective: growth. What they lacked was a brand direction. Here is how a logo change triggered a mutiny and what it teaches us about the "load-bearing walls" of a brand.

Case StudiesBrand StrategyVisual Identity

JRJerome Rota

Dec 1

Case Study: The "Musk Penalty" and Tesla’s Gamble on Irrelevance.

Tesla isn't trying to win you back. From the exodus of American liberals to the collapse of European sales, the data suggests they are betting on a future where their current customers don't matter.

Case StudiesBrand Strategy

Nov 26

Case Study: Jaguar's Radical Rebrand—Suicide or Genius?

Jaguar just deleted its heritage to chase a new future. We break down the strategy behind the most controversial rebrand of the decade and what it teaches us about the high stakes of changing your identity.

Case StudiesBrand Strategy

Nov 18

Case Study: How Airbnb Built a Billion-Dollar Brand on "Belonging"

Airbnb didn't just disrupt the hotel industry; it built a new category based on a powerful human emotion. We break down how their brand strategy created a global community and what your business can learn from it.

Case StudiesBrand Storytelling

Nov 13

Case Study: Why Cracker Barrel’s $100 Million Rebrand Failed in 48 Hours.

They had a clear financial objective: growth. What they lacked was a brand direction. Here is how a logo change triggered a mutiny and what it teaches us about the "load-bearing walls" of a brand.

Case StudiesBrand StrategyVisual Identity

JRJerome Rota

Dec 1

Case Study: The "Musk Penalty" and Tesla’s Gamble on Irrelevance.

Tesla isn't trying to win you back. From the exodus of American liberals to the collapse of European sales, the data suggests they are betting on a future where their current customers don't matter.

Case StudiesBrand Strategy

Nov 26