What does rebranding  mean and why do we need it?

Sooner or later, businesses will need to refresh their brand image, for many reasons, including growth, new management, a bad reputation or an outdated image. 

Rebranding is basically the process of a strategic change of either name, logo, communication strategy, visual identity or all of the above. 

We’ve chosen our top 10 rebranding transformations at Mela Creative over the last 25 years and here is the countdown.

Number 10 – HAVI

Havi Technology is a software company based in Sydney who needed a rebrand of their outdated logo. Mela Creative created a fresh modern logo and new brand guidelines.


Number 9 – ACS

ACS Debt Collection recently celebrated 24 years, which meant a new fresh look! Mela Creative worked closely with ACS to develop a modern new logo.


Number 8 – Zu

We worked with Zu Creative to develop a new logo, brand and website that was eye catching and different for their PR and event services.


Number 7 – Dtect Innovation

Mela Creative was asked to create a whole new and modern brand identity including name to relaunch an existing medical and radiation detection supplier as an independent entity.


Number 6 – Tuscany Garden

Mela Creative designed a new modern updated logo featuring a stylised fleur-de-lis, traditionally the coat of arms of Florence, Tuscany for this landscaping business.


Number 5 – Luminar

Mela Creative developed a modern brand identity along with a new name for Sydney packaging printer Luminar, formally known as Avonlea.


Number 4 – Leasecorp Finance

We worked with car and equipment finance company, Leasecorp Finance to refresh their outdated branding and relaunch a modern look website.


Number 3 – Bayview

Mela Creative developed Bayview Seafood’s corporate identity and assisted Bayview to enter the retail market with a new retail brand identity and new packaging of their gluten free crumbed foods range.


Number 2 – Show Technology

Show Technology commissioned Mela Creative to create a show stopping brand identity and a bold new look for their brand. After almost 25 years in business, it was time for a refresh that matched their market leader position.


Number 1 – Sandhurst

Mela Creative was appointed to design new food service and retail packaging for Sandhurst Fine Foods that had been experiencing inconsistencies across its brand and products. The result is a successful well-known and easily identifiable brand of olives, antipasto and condiments.