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Two rebrands. $594 million. Same mistake.
Cracker Barrel lost $594 million in market cap. Jaguar's European sales fell 97%. Two rebrand failures, eight months apart, that came down to the same three questions, none of which were properly answered.
Brand essays and marketing notes from a London creative studio. Honest reads with a point of view, sent only when there's something worth saying. No fluff, no filler, no hot takes. Subscribe at www.vibeshiftstudio.com/vibe-check
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Vibe Check, The Vibe Shift Studio blog
Industry commentary, brand breakdowns and marketing strategy from Vibe Shift Studio. The thinking behind the work.
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Back after a while, excited to share some recent work.
I recently worked on a product called ChargeIndia in the EV charging space. The idea was simple: bring all EV charging providers into one platform and create a seamless experience for users while helping the brand stand out in a competitive market.
It was an exciting project to be part of, from shaping the brand identity to designing the mobile app. I’ll be sharing more shots and some behind the scenes content over the next few days, but here’s a sneak peek at the brand guidelines.
One of the key goals was to remain rooted in Indian culture while presenting the brand in a modern, forward-looking way. After hundreds of explorations and iterations, I finally landed on this logo.
Great work. Beautifully blended the Indian culture ethos with a business forward looking identity.
Editorial or commercial — which hero closes the sale?
Option A whispers. Oversized serif, cream, editorial pacing. You feel the brand before you read a word.
Option B speaks first. Clean sans, red cuts through, products visible above the fold. No waiting.
Same Figma file. Same Liquid codebase. Two completely different conversations with the customer.
Which direction would you take to production?
23 voted
85%
4 voted
15%
27 votes
Closed
option A colour is nice
dropped a full case study on YONK.
brand identity → campaign → UI → 15 real-world frames with an oversized cartoon head in a laundromat, a barbershop, and a bus window in the rain.
the brief was: refuse the genre entirely.
Wow, this design is giving
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