Unofficial photo: Pinky, our mascot, driving the new Jaguar Type 00 Concept Car
Hey friend!
I hope all my American friends had a flocking fantastic Thanksgiving!
And a huge thanks to everyone who stuck with me during the Black Friday madness—I hope you snagged some great deals (I certainly did).
If you’re still hunting for bargains, there’s good news! Plenty of offers are still live on our Cyber Week Deals Compilation for Designers. You’ll find the most popular live deals listed further down in this email.
Also, don’t miss our latest JUST Branding Podcast episode, featuring Nick Asbury, where we dive into Rethinking Purpose. It’s a must-listen!
And now, let’s talk about my hot take on the Jaguar rebrand…
The Jaguar Rebrand: Some Context
Jaguar "Copy Nothing" Launch Teaser
For those who missed it... On November 19, Jaguar unveiled a video titled “Copy Nothing,” featuring futuristic visuals, bold color palettes, and cryptic headlines like "create exuberant" and "delete ordinary".
They introduced a new wordmark—a rounded, sans-serif typeface—along with a redesigned leaper icon, a symmetrical JR monogram, and promises of a “more youthful” identity.
Fast forward to December 2, and the reveal of their concept car reinforced this vision with its exuburent, futuristic design and heavily branded visuals.
Naturally, the rebrand has sparked debate, with everyone—from Mark Ritson and Scott Galloway to every man and their flamingo—weighing in with their hot takes.
So, just in case you needed another opinion, here’s mine.
My Hot Take
The new Jaguar Type 00 (Miami Pink) Concept Car
First off, we can all agree—it Stands The Flock Out. 🦩
Jaguar has our attention.
But virality alone doesn’t make a rebrand successful. It’s just a tactic.
A truly effective rebrand resonates with its audience, builds trust, and creates long-term value—not just buzz.
And Jaguar’s rebrand isn’t there yet.
That’s why I waited to comment until I saw the concept cars.
Now that I have, my opinion is… mixed.
Rear view of The new Jaguar Type 00 (Miami Pink) Concept Car
The concept cars are undeniably bold—“exuberant,” stylish, minimal, and futuristic. They align with Jaguar’s new vision and, I must say, feel very on-brand for JUST Creative. I’d drive the pink Type 00 (naturally), though that’s purely personal taste.
Looking at the bigger picture, Jaguar’s rebrand aims to target “younger, wealthier, more urban consumers” with fewer, higher-priced cars. While I could just fit into this persona, I still feel the rebrand falls short of fully delivering on its promise.
New Jaguar Monogram
The high-fashionesque logo and generic typography feel ironic for a brand touting “Copy Nothing.”
They’re forgettable, derivative, and lacks the distinctiveness Jaguar needs to make this claim successful. That said, I do appreciate how the mark works in the context of the wheels.
As for the marketing, Mark Ritson summed it up perfectly:
“overblown, disconnected from automotive customers, and filled with bollocks.”
That said, Jaguar is breaking the playbook and challenging convention—something branding critics, myself included, aren’t always quick to embrace. (Cue hot takes.)
Jaguar is taking a chance, evolving, and attempting to redefine luxury and performance—not appease nostalgic critics.
Will this be a roaring comeback or a quiet whimper?
Only time will tell.
If you're looking for a few more hot takes, I enjoyed these:
[New Podcast] Rethinking Brand Purpose with Nick Asbury
In our latest JUST Branding Podcast episode, Nick Asbury challenges the widely accepted notion that brands can simply ‘do well by doing good,’ arguing that purpose-driven marketing often leads to unintended consequences.
Here’s what we cover:
The rise of corporate purpose post-2008 and its unintended consequences.
Case studies like Dove and Patagonia: when purpose works—and when it doesn’t.
Why overemphasizing purpose can limit creativity and innovation.
A call for a human-centered approach grounded in cognitive empathy.
Tune in to learn how brands can strike a better balance between creativity, authenticity, and ethical responsibility.
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