From time to time, brands need to stop, listen, and rediscover themselves. In a volatile, hyperconnected world marked by profound technological and behavioral transformations, rebranding has gone from being a one-off exception to a recurring and, more than that, a necessary strategy.
Updating visual and verbal identities and positioning has been the path chosen by companies that want to maintain relevance, attract new audiences, and reinforce their value proposition in the face of a more demanding, conscious, and digital consumer.
The movement gains traction in 2025. In June and July, brands from different sectors presented new visual expressions and narratives, often built with strong audience participation.
See recent initiatives that show how rebranding can reflect purpose, modernity, and connection with the present.
Greater clarity and connection with families
The brand underwent an active listening process with consumers and, based on this, decided to reinforce its commitment to clean, plant-based, and affordable food, translated into a more emotional and everyday language.
The new look is accompanied by an updated portfolio, with more informative packaging and communication that emphasizes simplicity and affection, rather than nutritional technicalities. Bank of Amazonia: Renewed Identity to Drive Impact
Amazônia launched a new visual identity aligned with its role as an agent of sustainable development in the North region. With the motto “It’s the bank of the Amazon because it’s the bank of the Amazon,” the repositioning reinforces the institution’s connection with the territory, the people, and the biomes of the forest.
The brand modernization was inspired by elements of Amazonian biodiversity and unfolds through actions that go beyond aesthetics, focusing on digitalization, access to green credit, and financial inclusion. The strategy integrates identity, purpose, and innovation to expand the institution’s socio-environmental impact.
Colortel is now Vulp Air: smart air conditioning with a new look
The traditional Colortel has undergone a profound transformation and is now called Vulp Air. After being acquired by the Lotta Capital fund, the company positions itself as a leader in smart air conditioning subscriptions, with over 2,500 customers nationwide.
The rebranding, led by the consulting firm Marcas com Sal, reflects a new business model that eliminates common conflicts of interest in the sector and offers a more efficient, automated, and hassle-free service. “Air conditioning without complications” is the motto guiding this new phase, with savings of up to 50% in energy consumption.
The name “Vulp” comes from “vulpes,” the arctic fox, a symbol of intelligence, agility, and adaptation—key attributes of the new proposal. The visual identity features shades of blue that evoke thermal comfort, with graphic elements that convey precision and technology.
According to Marina Rossi, VP of Marketing at Vulp Air, the goal is to popularize the culture of subscription air conditioning in Brazil. “We’re dealing with a business with strong expansion potential. To get where we want to be, ensuring the opening of new markets, we need to be assertive. Our new positioning clearly and concisely reflects this challenge,” she states.
The company’s goal is ambitious: to increase from 105,000 to 135,000 units in operation and expand its operations into new sectors. The launch of the new brand was accompanied by on- and offline media campaigns, focusing on awareness in the B2B market and a presence in digital channels and executive publications.
Cottonbaby: Institutional Repositioning and Vision for the Future
Cottonbaby introduced its new institutional brand: Group Cottonbaby. The change follows the expansion of its portfolio with the ClinOff and CBSKIN brands and reinforces the company’s presence in the cosmetics segment, in addition to hygiene and perfumery.
With a new visual identity and corporate language, the group signals its maturity and vision for the future. “The new logo reflects this new moment, aligned with our forward-looking stance, expanding the brand’s connection possibilities with the digital and plural market,” says CEO Leandro Silveira.
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