https://www.youtube.com/watch?v=APjDtBNZiNA

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.

Only 20+ years behind the zeitgeist, https://www.youtube.com/watch?v=APjDtBNZiNA

executing on a brand extension is tricky because it has reference the previous while being something new. this looks nice but i don't even see the iconic jaguar shape.

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.

it's definitely an eyecatching teaser. what does it have to do with jaguar? nothing. so umm good luck with that! lol

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 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.

I really like the typography, it's just that the brand is so strong that it seems like it's from another industry.

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