An Anti-Rebranding

Rebranding is always a difficult choice, because a company is discarding or changing their brand essence that has defined their product and attracted consumers for one reason or another. In this case, i believe Euro-Shopper (a president's choice-type brand) has taken a large, blundering step backwards.

The Company's goal was to make their look more modern and easily recognizable. They definitely made it more recognizable, but hardly more modern. The plain, red colour palette screams retro and only looks appealing to designers. Not only did they fail one of two objectives, but they also failed to take into account the fact that people who don't buy these cheap brands, simply don't because they look cheap. People trust the more expensive brands to deliver a higher quality product. The new look screams cheap-knock-off-brand, while the old one appeared to be more higher end. Even the illustrations look retro and dated in the rebranding.

As with Starbucks, the colloquial saying "If it ain't broke, don't fix it" comes to mind.