5 brand refreshes we loved in 2024

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Everyone needs a glow-up now and again to spice up the mundanity of everyday life. For companies, that means rebranding their image to evolve with the times and get people talking.

From beer brand Tiger Beer's bold and striking new identity, to car brand Jaguar's controversial modern rebrand, 2024 undoubtedly saw some mind-boggling looks that took the internet by storm.

Below are some of the most jaw-dropping rebrands that caught our attention.

Don't miss: Interview: How guardian Malaysia's rebrand is redefining the beauty industry

1. AirAsia super app

In February, Malaysian low-cost airline AirAsia rebranded its super app to AirAsia MOVE with a new app look available on the App Store (iOS) and Play Store (Android) as part of AirAsia MOVE's brand refresh and digital transformation.

Nadia Omer, CEO of AirAsia MOVE, said, “The new AirAsia MOVE app icon is the first of many exciting changes coming up that are designed to elevate and enhance every traveller's experience. From the app layout, to exciting new products, services and unbeatable deals, the new AirAsia MOVE will help you go all the way seamlessly when you travel. For those of you who already have the app on your phones, it would’ve been refreshed and updated to the new look."

“While the app icon boasts a new appearance and AirAsia MOVE takes the spotlight as our new brand name, we would like to reassure everyone that everything you love such as booking AirAsia flights and from more airlines, hotels, rides, managing your bookings, or even connecting with fellow travellers via the Chat & Community as well as AskBo functions still remain intact. So don’t worry and we hope you enjoy all the improvements that are coming your way," Omer added.

Read more here.

2. Tiger Beer

The HEINEKEN Company unveiled a striking new look for its beer brand Tiger Beer this year.

The refreshed visual identity, seen in its new packaging, marked a striking evolution for Tiger Beer that embodied bold progress while staying deeply connected to its rich heritage, it said in a statement. The updated design spoke to modern consumers who value authenticity and innovation but also uncaged its iconic Tiger mascot—a symbol of progress and courage.

In a global reveal, Tiger Beer utilised innovative creative techniques to bring its visual identity to life. Featuring the bold Tiger stripe, a CGI-generated spectacle lit up the skies of major cities such as Singapore, Ho Chi Minh City and even Manchester United’s homeground, Old Trafford, in a nod to the brand’s partnership announcement with the football team in October.

Read more here.

3. Sime Darby

Sime Darby rebranded itself as "Sime" in November to reflect its strategic focus on the automotive and industrial equipment sectors. This move formed part of the company’s ongoing transformation strategy.

The new brand identity came with the tagline "Bridging Opportunities," which the company claimed encapsulated its aim to foster growth and sustainable value in markets across the Asia Pacific region. Sime asserted that the rebranding aligned with its mission of delivering high-quality products and solutions.

"This rebranding embodies who we are today and our bold aspirations for the future. By leveraging our century-long legacy and unwavering commitment to excellence, we will continue to bridge opportunities to drive innovation and unlock value for our stakeholders," said Jeffri Salim Davidson, group chief executive officer of Sime.

Read more here.

4. Mozilla

Mozilla unveiled a brand refresh that aimed to bolster its role in digital rights and innovation, stepping away from its sole emphasis on the Firefox browser. The organisation, known for over two decades as a proponent of an open internet, intended to reconnect with its users and broaden its influence beyond Firefox.

Mark Surman, president of Mozilla, said that the redesign aligned with evolving internet usage and relationships, describing it as foundational for the company's future.

The rebrand included a new brand promise - "Reclaim the internet", empowering people to speak up, come together and build a happier and healthier internet. Meanwhile, the aesthetic changes featured a new wordmark and a refreshed colour scheme, which incorporated black, white, and green tones symbolising nature and nonprofit missions. Custom typefaces were introduced to enhance Mozilla’s distinctiveness and align with its innovative image.

Read more here.

5. Jaguar

Jaguar debuted its refreshed brand identity in November, looking to recapture the ethos of founder Sir William Lyons to copy nothing, by being unique and original.

Jaguar’s transformation was defined by Exuberant Modernism, a creative philosophy that underpins all aspects of the new Jaguar brand world. It embraced bold designs, unexpected and original thinking, creating a brand character that would command attention through fearless creativity, it said in a statement.

“To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months. This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar,” said Rawdon Glover, managing director, Jaguar.

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