7 Great Examples of Successful Rebrands for the Gen Z Market

Gen Z doesn't mess around when it comes to brands.

They can spot inauthenticity from a mile away, cancel you faster than you can say "how do you do, fellow kids," and have zero patience for brands that don't get it.

But when you do get it right? When you understand their values, speak their language, and show up authentically? They'll make you their entire personality.

Here are seven brands that nailed their Gen Z rebrand and what the rest of us can learn from their success.

1. Crocs: From Fashion Disaster to Fashion Statement

The Challenge: Crocs transformed from a practical shoe to a fashion statement on social media platforms, but getting there wasn't accidental.

What They Did:

• Embraced the ugly-cute aesthetic that Gen Z loves
• Launched collaborations with everyone from Post Malone to Justin Bieber
• Let Gen Z customize and personalize their Crocs with Jibbitz
• Stopped taking themselves too seriously

Why It Worked: Gen Z values self-expression over perfection. Crocs gave them permission to be comfortable, quirky, and unapologetically themselves. Central to Crocs' resurgence in 2023 was the active involvement of Gen Z. The younger demographic, known for its penchant for authenticity and individuality, embraced Crocs as a symbol of self-expression.

The Lesson: Sometimes the best rebrand is leaning into what makes you different, not trying to be like everyone else.

2. Duolingo: Making Language Learning Aggressively Memorable

The Challenge: Language learning apps are boring, forgettable, and feel like homework.

What They Did:

• Created Duo the Owl — a passive-aggressive mascot that became a meme
• Embraced unhinged social media content that feels authentic to the platform
• Made learning streaks into a social currency
• Collaborated with Crocs (because why not?)

Why It Worked: Duolingo understood that Gen Z learns through entertainment, not education. They gamified language learning and made their brand personality so distinctive that people actually want to engage with their content.

The Lesson: Your brand doesn't have to be serious to be taken seriously. Sometimes weird wins.

3. Discord: From Gaming Platform to Digital Hangout

The Challenge: Being seen as just a gaming platform when your users are doing so much more.

What They Did:

• Discord announces a major rebranding initiative, unveiling a refreshed look to better align with its future direction
• Repositioned from "chat for gamers" to "your place to talk"
• Updated visual identity with softer, more inclusive design
• Expanded messaging around community building, not just gaming

Why It Worked: They recognized their community had grown beyond gaming and evolved with them. The rebrand reflected what users were already doing — using Discord for study groups, book clubs, and hanging out.

The Lesson: Sometimes the best rebrand is catching up to how your audience is already using your product.

4. Spotify: From Music Player to Cultural Curator

The Challenge: Competing with Apple Music, YouTube Music, and every other streaming service in existence.

What They Did:

• Became the brand of music discovery through algorithmic playlists
• Created cultural moments with Spotify Wrapped
• Launched exclusive podcasts and original content
• Used data storytelling to make users feel seen

Why It Worked: Gen Z doesn’t just want to listen to music — they want their music taste to be part of their identity. Spotify became the platform that helps them discover and share who they are through what they listen to.

The Lesson: Don’t just provide a service — become part of your users’ identity.

5. Adobe: From Creative Software to Creative Movement

The Challenge: Being seen as expensive, intimidating software only for professionals.

What They Did:

• Launched more accessible, mobile-first creative tools
• Invested heavily in TikTok and Instagram content
• Partnered with Gen Z creators and artists
• Made creativity feel attainable, not just professional

Why It Worked: Adobe recognized that Gen Z creates content differently — they’re mobile-first, social-first, and want to make things quickly. The rebrand met them where they were creating.

The Lesson: Your product might stay the same, but how you position it should evolve with your audience’s behavior.

6. Fenty Beauty: Redefining Beauty Standards

The Challenge: Entering a saturated beauty market dominated by established players.

What They Did:

• Launched with 40 foundation shades (revolutionary at the time)
• Centered inclusivity from day one, not as an afterthought
• Used diverse creators and models consistently
• Built community around representation, not just products

Why It Worked: Gen Z expects brands to have values, not just products. Fenty didn’t just talk about inclusivity — they built their entire brand around it and forced the entire beauty industry to follow.

The Lesson: Leading with values isn’t just good marketing — it’s good business when your audience expects authenticity.

7. Nike: From Athletic Brand to Cultural Movement

The Challenge: Staying relevant when everyone’s doing athleisure and social justice marketing.

What They Did:

• Took bold stances on social issues (Colin Kaepernick campaign)
• Invested in diverse storytelling and representation
• Created products that work for real bodies, not just athletes
• Built community around movement, not just sport

Why It Worked: Nike understood that Gen Z expects brands to stand for something. They were willing to risk controversy to align with their audience’s values, and it paid off.

The Lesson: Playing it safe is the riskiest strategy when your audience values authenticity over approval.

What These Rebrands Have in Common

They Listened Before They Spoke

Every successful Gen Z rebrand starts with understanding, not assumptions. These brands spent time figuring out what their young audience actually cared about.

They Embraced Imperfection

Gen Z can spot overly polished, focus-grouped content instantly. The brands that succeed feel human, make mistakes, and aren’t afraid to be a little weird.

They Built Communities, Not Audiences

Ready to talk to a branding agency who builds more than just a brand? Talk to our team today.