Jaguar Design Cases
Designers behind the work
Designers and creative leads credited on Jaguar projects in press coverage.
Designers and creative leads credited on Jaguar projects in press coverage.
Tom May’s Creative Boom article reflects on 2025’s most significant rebrands, arguing that the most impactful ones—by Amazon, Walmart, Apple TV, Eventbrite, and La-Z-Boy—were subtle evolutions rather than headline-grabbing overhauls. He contrasts these quiet successes with high-profile failures like Cracker Barrel, Jaguar, and HBO Max, emphasizing that brand strength now comes from coherence and consistency rather than spectacle. The piece concludes that the future of branding lies in thoughtful refinement and listening to audiences.
Matt Alagiah’s opinion piece explores how social media criticism of rebrands, such as GF Smith’s recent identity by Templo, can cross from healthy debate into toxic pile-ons that discourage creative risk-taking. Featuring perspectives from GF Smith’s Benjamin Watkinson and Templo’s Anoushka Rodda and Pali Palavathanan, the article questions whether online negativity is stifling innovation in the design industry. It calls for more constructive discourse and empathy toward both designers and clients.
Creative Boom’s article by Tom May analyzes Jaguar’s 2024 rebrand by Accenture Song, which replaced the iconic growler logo with a minimalist 'J' and abstract campaign visuals. The piece explores why the rebrand drew criticism, citing loss of heritage, emotional disconnect, and confusion about brand purpose. Industry experts from The Behaviours Agency, Saffron, and Coley Porter Bell weigh in on lessons for brands navigating radical change.
Written by Chuck Studios' business lead Robert Volten, this Creative Boom insight piece reviews which brands best leveraged their distinctive brand assets in 2024. It praises campaigns from KitKat, Magnum, Cheetos, Tesco, and Kellogg’s while critiquing KFC, Twix, and Tropicana for neglecting their strongest visual or conceptual assets. Volten concludes with advice for brand leaders to embrace and protect their unique brand identifiers in 2025.
Abbey Bamford’s Creative Boom article explores the growing culture of harsh criticism and online backlash surrounding design rebrands, using Jaguar’s 2024 identity as a case study. Through insights from several creative leaders, it questions how social media discourse has turned toxic and calls for a return to constructive critique within the design community. The piece reflects on how negativity affects both designers and brands, urging a more empathetic and thoughtful approach to design discussion.
The article explores the decline of brand mascots in contemporary branding, examining why companies are moving toward minimalist and abstract identities. Through insights from designers at Frontify, Studio Lob, and Cherry Bomb, it discusses how mascots can still offer emotional connection and memorability when used thoughtfully. The piece reflects on cultural shifts, digital constraints, and the risks and rewards of character-led branding.
Creative Boom’s 2024 year-in-review reflects on the major creative industry stories, from AI’s growing influence to standout branding projects and cultural moments. The article highlights rebrands for Jaguar, Guggenheim, and Kleenex, as well as campaigns by How&How and Small. It also explores how music, festivals, and pop culture shaped creative inspiration throughout the year.
Jaguar unveiled its Type 00 concept car at Miami Art Week 2024, marking the first physical expression of its new brand identity. The design showcases the company's 'Exuberant Modernism' philosophy through bold proportions, innovative materials, and symbolic color choices. The reveal has shifted public perception of Jaguar's rebrand, positioning it as a confident step into a modern, electric future.
