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Here’s my take on the Jaguar rebrand. JUST in case you needed another opinion.
First off, we can all agree—it Stands The Flock Out. 🦩
Jaguar has our attention.
But virality alone doesn’t make a rebrand successful. It’s just a tactic.
A truly effective rebrand resonates with its audience, builds trust, and creates long-term value—not just buzz.
And Jaguar’s rebrand isn’t there yet.
That’s why I waited to comment until I saw the concept cars. Now that I have, my opinion is… mixed.
The concept cars are undeniably bold—“exuberant,” stylish, minimal, and futuristic. They align with Jaguar’s new vision and, I must say, feel very on-brand for JUST Creative.
I’d drive the pink Type 00 (naturally), though that’s purely personal taste.
Looking at the bigger picture, Jaguar’s rebrand aims to target “younger, wealthier, more urban consumers” with fewer, higher-priced cars. While I could *just* fit into this persona, I still feel the rebrand falls short of fully delivering on its promise.
The high-fashionesque logo and generic typography feel ironic for a brand touting “Copy Nothing.” They’re forgettable, derivative, and lacks the distinctiveness Jaguar needs to make this claim successful.
As for the marketing, Mark Ritson summed it up perfectly: “overblown, disconnected from automotive customers, and filled with bollocks.”
That said, Jaguar is breaking the playbook and challenging convention—something branding critics, myself included, aren’t always quick to embrace. (Cue hot takes.)
Jaguar is taking a chance, evolving, and attempting to redefine luxury and performance—not appease nostalgic critics.
Will this be a roaring comeback or a quiet whimper?
Only time will tell.
Here are a few more hot takes: