Most Expensive Rebrands of 2025: What the Evidence Shows

The phrase “most expensive rebrands of 2025” suggests a cost ranking public evidence does not support. None of the seven examples below has a comparable, disclosed total budget. What the sources do show is rollout scope. This article therefore treats them as high-scope 2025 brand changes, not a ranking. For a branding agency, that distinction matters because a rebrand is an operating program as much as a design project.

At a glance

• No comparable total budget is publicly disclosed for these seven examples.
  
  
• Lay’s and Domino’s documented broad packaging and brand-system changes across large consumer footprints.
  
  
• TIC Solutions was a post-merger corporate rename; Long John Silver’s and Colgate-Palmolive described brand or corporate identity refreshes.
  
  
• Dropbox’s current guidelines show a developed brand system but do not establish a 2025 rebrand date or cost.

The data behind the picks

Where cost is undisclosed, this article does not turn company size or location count into a dollar estimate. A rebranding program can involve strategy, naming, identity, packaging, digital products, signage, training, and rollout management.

Use brand research to decide what actually needs to change before estimating implementation scope. Our guide to the most expensive marketing campaigns in 2025 uses the same disclosed-spend distinction.

Lay’s: global packaging and identity overhaul

Lay’s described its October 2025 work as the largest brand redesign in its nearly 100-year history. The global identity updated the logo, color system, photography, and packaging while the U.S. product line also changed ingredients. That is a substantial food and beverage marketing program, but neither source publishes a total rebrand cost. (Fast Company; PepsiCo)

• The documented scope includes a global visual identity and packaging redesign.
  
  
• The rollout is substantial, but no public total budget supports a cost ranking.

Domino’s: first brand refresh in 13 years

Domino’s called its October 2025 work its first brand refresh in 13 years. It included brighter packaging, a new font, digital and print materials, in-store graphics, team-member gear, and the “Dommmino’s” jingle. Domino’s said the look would roll out across the U.S. and multiple international markets. Its system had more than 21,500 stores, but the company did not say every store would receive every element at once or disclose a total budget. (CNN; Domino’s)

• Confirmed touchpoints include boxes, web and app, print, in-store graphics, advertising, and team-member gear.
  
  
• The public sources do not provide a comparable total cost.

Cracker Barrel: rebrand rollout, backlash, and reversal

Cracker Barrel introduced a simplified logo during a broader 2025 brand-evolution program, then reversed the logo after backlash and later paused remodels. The episode involved design, communications, and operational change, but the sources do not publish a standalone rebrand budget. (Associated Press; brand statement: Cracker Barrel)

• The logo was introduced and reversed; restaurant remodel plans were later paused.
  
  
• A reversal can create additional work, but its total cost was not disclosed.

Long John Silver’s: identity shift to “CHICKEN + SEAFOOD”

Long John Silver’s introduced a refreshed logo that replaced the fish illustration with a stylized chicken and added a “CHICKEN + SEAFOOD” lock-up. The company said the design was rolling out across digital platforms and highlighted it with a NASCAR vehicle wrap. That supports calling it a 2025 brand refresh, not a documented chain-wide physical rebrand with a known budget. (PR Newswire)

• Confirmed scope includes the logo, lock-up, digital rollout, and motorsport activation.
  
  
• The source does not disclose a total spend or full physical-system rollout.

Acuren → TIC Solutions: post-merger corporate rename

Acuren announced that the combined Acuren and NV5 enterprise would rebrand as TIC Solutions, effective October 10, 2025. The announcement described more than 11,000 employees and 250+ locations, while Acuren, NV5, and other legacy brands would remain customer-facing. The stock continued under ticker TIC. This is a large corporate naming and architecture exercise, but no seven- or eight-figure rebrand budget was disclosed. (Acuren IR)

Keeping legacy customer-facing brands also makes this a useful brand architecture example.

• Confirmed scope includes a corporate rename, post-merger identity, investor communications, and enterprise governance.
  
  
• The public announcement supports complexity, not a specific rebrand cost.

Dropbox: current brand system, but 2025 rebrand evidence is incomplete

Dropbox’s current brand-guidelines site documents a broad identity toolkit across logos, icons, illustration, language, and other assets, making it a useful technology brand system example. However, the page does not by itself establish a company-wide 2025 rebrand or its cost. (Dropbox Brand)

• The source documents Dropbox’s present identity system and governance materials.
  
  
• It does not independently establish a 2025 rebrand date or budget.

Colgate-Palmolive: refreshed corporate brand identity

Colgate-Palmolive introduced a refreshed corporate identity in August 2025 with a brighter blue, revised CP logo, “Make More Smiles” tagline, and digital-first graphic system. It launched on the U.S. corporate website and global corporate social channels, with other corporate-brand touchpoints phasing in over time. This was a corporate identity refresh, not evidence that every consumer brand was rebranded at once. (Colgate-Palmolive)

• Confirmed scope includes the corporate logo, palette, graphic system, website, social channels, and phased corporate touchpoints.
  
  
• The source does not disclose a total budget.

FAQ

Why focus on scope instead of hard dollar amounts?

Because these companies did not publish comparable total budgets. Scope can show implementation complexity, but it cannot prove which rebrand cost the most.

What makes a QSR rebrand especially pricey?

Restaurant systems can require updates across packaging, digital channels, uniforms, signage, training, and franchise materials. Cost depends on which assets change, rollout speed, and who bears the expense.

Do reversals still count as “expensive”?

A reversal can still create design, production, communication, and change-management costs. Without disclosed figures, those costs should not be estimated as a total.

Which brands that invested in a rebrand in 2025 had the widest consumer reach?

The sources do not support a precise reach ranking. Lay’s and Domino’s operate at large consumer scale, while TIC Solutions is primarily a corporate and B2B identity change.

What’s the common thread across these overhauls?

The common thread is operational scope across packaging, digital products, physical environments, partner materials, and communications. Scope is important, but it is not a substitute for disclosed cost data.

The 2025 rebrand takeaway

What the evidence shows is a set of consequential 2025 brand changes, not a defensible cost ranking. For organizations planning U.S. branding support across many touchpoints, the budget should come from the actual rollout plan rather than a headline estimate. A focused marketing consultation can connect the brand change to launch, communications, and measurement before implementation begins.