I hadn't noticed this, but Jaguar has entered the world of fashion and perfumery 😂. With this teaser, we can see everything that's coming from this great car brand.
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Every generation has its version of the epic rebrand fail: Pepsi, Gap, Burberry… to my eyes there is a lack of craft on display here.
I totally agree with you! I've experienced many of these failed re-brandings. Now, regarding this, yes, they didn't give it the care they should have. For such a big brand, I feel like they didn't take it as seriously as they should have.
I should’ve added the branding of London Olympics to my previous list of tragic fails. I feel it is related as Wolf Olins were trying to predict/define the future of design (like Jaguar seem to be reaching for). But also missed the mark massively.