Don't throw the baby out with the rebrand

A couple of years ago, we were lucky enough to redesign Unipart’s entire packaging range. What made it particularly interesting was seeing how so many different packs had been taken in so many different directions by so many different designers. Each one doing their ‘thing’ to move the brand forward in their way. The result was a total mess. And a brand that looked totally lost.

Everyone had been so busy trying to move the brand forward that they completely threw out the past. And what they were left with lacked a clear, synergistic direction to go in. Luckily the client recognised this and wanted to do something about it.

Brand owners and designers alike can sometimes be guilty of pushing a brand forward without regard for its heritage, and in-so-doing they throw the baby out with the bath water… or even throw the brand equity out with the rebrand. However, taking a few steps back can sometimes be the best way to move forward.

With Unipart this was definitely the right approach. Back in the day they really stood for something… they were proudly British, they had a racing pedigree, technical excellence and a timeless presence in the market. They had brand equity, but were now sadly giving it away.

So what Unipart needed was a way for the brand to re-establish itself as a ‘modern classic’. Something timeless and relevant today, but utilising the best of the past. So we went back to the original logo, the racing stripes, the patriotic colour schemes, and welded that all together with contemporary typography and technical graphics. Plus some stunning car designs created just for us.

The result this time? A clear, simple and cohesive product range, that is distinctly Unipart, that balances the old with the new. Bringing their heritage to life in a modern world.

So what’s the takeaway? Well, you simply can’t buy heritage, it can only be earned over time. So if you’ve got it, flaunt it… wisely.

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