The 10 most disruptive rebrands of all time

In a landscape where branding has become as much about cultural relevance as corporate identity, the most disruptive brands are those that have dared to rethink the rules – and often, rewrite them entirely. These are the companies that have challenged convention, reimagined customer experiences, and made bold moves in visual design and strategic direction. Here's our take on the ten most disruptive rebrands of all time – design projects that didn’t just refresh a logo, but redefined entire sectors.

The power of disruptive rebrands: from Bold ideas to industry shifts

Thinking about a rebrand? Whether you're navigating market shifts, launching something new, or repositioning for growth, you're not alone. The most successful companies regularly reinvent themselves – and in this piece, we’re breaking down the boldest examples to inspire your next move.

1. Apple

From tech manufacturer to cultural icon

Apple didn’t just rebrand visually – it redefined its entire proposition. What started as a computer company became a global lifestyle brand with products like the iPhone and iPad disrupting multiple industries. By focusing on simplicity, user experience, and ecosystem integration, Apple transformed not just its brand but how we live, communicate, and work.

Disruptive moves:

• Pioneered minimal, design-forward technology aesthetics.

• Created entirely new product categories.

• Built a seamless ecosystem with unmatched brand loyalty.

2. Twitter → X

The most controversial rebrand in modern digital history

When Twitter rebranded as X, it wasn’t just a name change – it was a wholesale reimagining of one of the internet’s most recognisable brands. The result? Backlash, brand equity loss, and confusion. While the long-term vision of “X” remains ambitious, the short-term outcome has been marked by a drastic valuation drop and user disengagement.

Disruptive moves:

• Erased one of the most iconic tech brands overnight.

• Challenged the conventional wisdom of gradual rebranding.

• Raised the stakes for personal-brand-led corporate pivots.

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3. Klarna

From fintech utility to vibrant lifestyle brand

Klarna’s transformation from a payments provider into a playful, youth-focused shopping brand is a masterclass in strategic rebranding. With bold visuals, influencer partnerships, and a cheeky tone, Klarna now feels more like a fashion brand than a fintech platform – and that’s the point.

Disruptive moves:

• Merged financial services with pop culture and social media aesthetics.

• Used acquisitions (like Stocard) to power growth and relevance.

• Created a distinctive, millennial-friendly visual and tonal language.

Klarna’s shift shows how tone of voice and visual storytelling can completely reframe perception – something we often help brands navigate when repositioning for younger audiences.

4. PayPal

The legacy giant’s modern makeover

While not as radical as some others on this list, PayPal’s visual rebrand was still a key moment. With increasing competition from Stripe and others, it needed to look – and act – younger. Critics argue the redesign is overly generic, but the brand is now better aligned with modern accessibility standards and mobile-first behaviour.

Disruptive moves:

• Repositioned itself for a mobile-first, Gen Z audience.

• Shifted from utilitarian to lifestyle-friendly payments.

• Refreshed identity to reflect digital wallet and reward initiatives.

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5. Airbnb

Design-led disruption of the travel industry

When Airbnb unveiled the Bélo in 2014, the internet erupted. Critics compared it to all manner of body parts, but the new identity worked. It gave Airbnb a human, inclusive icon that could scale across platforms – and cultures. The rebrand helped solidify its role as a democratic, global travel disruptor.

Disruptive moves:

• Created a logo that represents “people, place, love, and Airbnb.”

• Moved away from traditional hospitality visual language.

• Leveraged design controversy to generate massive global awareness.

6. Tony’s Chocolonely

Radical ethics meets radical design

Tony’s doesn’t just sell chocolate – it sells justice. Their loud, disjointed packaging is intentional: it mirrors the imbalance in the cocoa industry. With the launch of Tony’s Open Chain, they’re not just rebranding themselves – they’re inviting others to join a fairer future. This brand shows how mission and visual identity can be equally bold.

Disruptive moves:

• Turned ethical sourcing into a core brand asset.

• Used packaging as protest and storytelling medium.

• Open-sourced its supply chain to influence industry peers.

At Threerooms, we’ve helped ambitious brands transform their positioning, visuals, and market relevance. These ten rebrands stand out for the way they used design and strategy to drive business change.

👉🏼 Read more: When rebrands go wrong: common mistakes and lessons to learn

7. Škoda

From punchline to serious EV contender

Once the butt of car jokes, Škoda has rebranded itself as a serious player in electric and sustainable mobility. Their focus on affordability and practicality, wrapped in sleek, modern design, is winning customers across Europe – sometimes even outperforming luxury competitors like Tesla and BMW.

Disruptive moves:

• Reframed brand identity from budget to innovation.

• Leveraged European EV momentum to redefine perception.

• Demonstrated that disruption can be subtle and strategic.

8. Aldi

Budget redefined for the mainstream

Aldi didn’t just change what people buy – they changed how people shop. By offering curated products, simplified stores, and unbeatable prices, they’ve forced established UK supermarkets to completely rethink their models. Their rebrand wasn’t just visual – it was operational and philosophical.

Disruptive moves:

• Normalised private label as premium choice.

• Challenged the supermarket hierarchy.

• Made value shopping cool for the middle class.

9. Who Gives A Crap

Toilet paper with personality and purpose

Few rebrands have broken taboos quite like Who Gives A Crap. What started as a cheeky Indiegogo campaign is now a cult brand blending humour, sustainability, and philanthropy. It’s proof that even the most mundane product categories can be reimagined.

Disruptive moves:

• Used bold, tongue-in-cheek branding to tackle global sanitation issues.

• Turned toilet paper into a lifestyle and subscription product.

• Proved that packaging can be playful and purposeful.

10. Patagonia

The anti-brand brand

Patagonia didn’t just rebrand – it redefined what a brand can be. With a founder giving away the company to fight climate change, and a business model that promotes buying less, Patagonia positions itself as the conscience of the outdoor apparel industry. Their activism is not a marketing angle – it’s the brand.

Disruptive moves:

• Made climate activism central to the business model.

• Publicly rejected fast fashion and overconsumption.

• Elevated transparency, repair, and sustainability as core values.

Final thought

These brands didn’t settle for surface-level change. Whether through social mission, bold visuals, structural shifts, or challenging industry norms, each rebrand was disruptive in the truest sense: it shook the market and changed expectations.

In the age of constant reinvention, these rebrands remind us that good design is brave design – and that sometimes, to build the brand of tomorrow, you have to dismantle the one you have today.

Ready to fuel your next stage of growth?

The most successful rebrands don’t just look good – they find new markets, shift perceptions, and drive meaningful business results. If you’re thinking about what’s next for your brand, we’re here to help you turn bold thinking into measurable growth. Let’s talk.

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