B Corp rebrands we love
It’s March, and that means one thing, it’s B Corp Month. The annual moment when purpose-led businesses get the spotlight they deserve, and we promote the movement.
So, in the spirit of celebration and a little professional admiration, we’re tipping our hats to four B Corp rebrands we love but did not work on. Good ideas deserve airtime, especially when they push the whole movement forward. Because here’s the thing, a rebrand isn’t just a glow-up, it’s a system upgrade. It’s what people notice first, understand in seconds, and trust enough to buy into.
And in a world full of purpose claims, clarity beats volume every time. Let’s get into five brands doing it properly.
1. Bold Bean Co: From craft to “can’t-miss”
Bold Bean Co took a classic challenger problem, too much charm, not enough clarity and fixed it beautifully.
Before it was intricate patterns, lots of storytelling, but not much stopping power on shelf. But after, a big and unapologetic wordmark, a signature yellow lid, and a system that actually helps you find the right tin in under three seconds.
It’s a masterclass in designing for the real world. Not Instagram. Not moodboards. The supermarket shelf. They’ve turned their packaging into a navigational system, not just a pretty label.
2. Who Gives A Crap: Turning packaging into a billboard
Toilet paper isn’t exactly a category known for boldness. Enter Who Gives A Crap, who politely ignored that memo.
Their shift from DTC-friendly brown boxes to bright, colour-blocked retail packs is less of a redesign and more of a personality upgrade. Loud colours. Playful patterns. Zero interest in blending in.
They understood the channel shift. What works in a delivery box doesn’t work in a supermarket aisle. This is “pack as billboard” thinking at its best, plus they kept their purpose front and centre (donating 50% of profits), without shouting about it like a megaphone.
3. Graze: Making the brand the hero again
Graze did something deceptively simple and therefore quite hard. They made the logo the star again.
The refreshed identity leans into a consistent masthead, clearer colour coding, and a system that works across bags, bars, and boxes. It’s less “look at this snack” and more “you know us, trust us, grab us.”
In a crowded category, familiarity wins. Graze didn’t reinvent themselves, they sharpened themselves up. It’s a reminder that sometimes the smartest move is turning up the volume on what already works.
4. ManiLife: When structure is the strategy
ManiLife didn’t just redesign their packaging; they redesigned the product experience.
Out went the tubs. In came bespoke glass jars. Alongside bolder colours and a bigger wordmark, the whole thing feels more premium, more usable, and more considered.
This is where sustainability gets real, not leafy graphics or vague claims. Actual, tangible change: recyclable materials, better usability, and a format that aligns with the brand’s values.
So, what’s the pattern here?
Different categories. Different challenges. Same underlying playbook:
- Clarity beats clutter: If it doesn’t land in three seconds, it’s too slow
- Systems beat one-offs: Great brands scale across SKUs, channels, and touchpoints
- Proof beats polish: Sustainability needs receipts, not just aesthetics
- Context is everything: DTC, retail, digital… each demands different rules
- Honsty wins: If impact are “unspecified”, credibility turns to spin
A final small challenge for you this B Corp Month. Pick one touchpoint. Just one. Now ask yourself:
- What’s the promise?
- Where’s the proof?
- What should someone remember in a single sentence?
If that takes longer than your morning coffee to answer, you’ve just found your next rebrand brief.
And if you get stuck… well, you know where we are 🔥
