Some brands reinvent themselves.
Others reclaim themselves.
Take Burberry — you probably know the case.
It didn’t lose relevance because of counterfeit hats.
It lost relevance because people no longer knew what the check pattern meant.
Instead of replacing it, they reframed it.

They reconnected it to a deeper story:
British identity in all its contradiction — royal and rebellious, refined and raw.
They didn’t clean the brand.
They re-aligned it.

That’s what makes it a powerful case — not the ads, not the faces.
The clarity of intention beneath the change.
What impressed me wasn’t the rebranding.
It was the decision to hold the line.
They didn’t chase new meaning — they restored old meaning, with clarity.
How do you bring something back to life — without starting over?