Evolving legacy brands without losing their essence

The most successful legacy brands aren’t those that overhaul everything. They’re the ones that adjust just enough to meet the moment.

Think of it not as reinvention, but a recalibration. A subtle shift that keeps you aligned with your audience while staying rooted in what matters most.

Knowing what to keep

Brands that evolve with purpose begin by revisiting their mission, refining their expression and carrying forward the elements that still resonate. They update with intent – protecting their brand equity while creating space to grow.

But knowing what to keep (and what to let go of) isn’t always obvious. It takes more than a brand audit or stakeholder survey. It takes honesty. Here’s how to approach it:

• Revisit your original promise: What did your brand set out to do – and is that still relevant today?
• Identify the emotional hooks: Which messages, visuals, or values spark recognition or trust? These are usually your brand’s anchors.
• Separate tradition from inertia: Don’t hang on to something just because it’s always been there. If it no longer serves your audience – or your goals – it’s okay to evolve it.

The risk of overcorrecting

In chasing relevance, some brands fall into the trap of overcorrection. This looks like:

• Identities that feel flat or anonymous
• Language that feels forced or off-brand
• A disconnect between what long-time audiences love and what new ones are offered.

Think of it like an old family recipe. You might tweak the salt, add a modern twist – but if you change too much, it’s no longer Nonna’s special sauce.

Three brands that evolved with intent

These well-loved Australian brands have all successfully evolved without losing what makes them special. Here’s what they did and what you can take from it.

Vegemite

Vegemite could’ve leaned into nostalgia and called it a day. Instead, it repositioned itself for modern Australia through campaigns like “Unite with Vegemite” – encouraging lovers of the iconic Australian spread to snap a video of their favourite way to enjoy Vegemite and encourage friends, neighbours and colleagues from abroad to give it a go. The brand also signalled a subtle refresh with the remake of its iconic Happy Little Vegemites ad.

Why it works: Vegemite focused on evolving its tone, not its entire personality. The brand told a familiar story in a way that felt fresh and culturally attuned.

Takeaway: Stay recognisable, but speak in today’s language. You don’t need to reinvent – just find new ways to show who you are.

Commonwealth Bank

In 2020, CommBank refreshed its diamond logo and launched “Can Lives Here” – a platform focused on optimism, digital ease and customer empowerment. Visually and verbally, the brand became more approachable and contemporary.

Why it works:
Rather than leaving its legacy behind, CommBank built on it. The update made it more versatile across channels, while the messaging brought clarity and relevance to a changing customer landscape.

Takeaway:
Start with your purpose. Visuals and messaging should reflect what you stand for, not just what’s trending.

R.M. Williams

As the brand grew beyond Australia, it didn’t dilute its identity. Instead, R.M. Williams leaned into its craftsmanship and rural heritage, expanding into global markets while keeping its storytelling grounded in quality and authenticity.

Why it works:
Instead of chasing trends, R.M. Williams amplified what made it distinct: timeless style, enduring quality, and a fiercely Australian story. The global push wasn’t a departure, it was a natural next chapter.

Takeaway:
Lead with what makes you different. Your heritage isn’t just history. It’s your edge. Use it to build deeper connections, even as you scale or shift markets.

Evolve with intention

Legacy brands have the wonderful advantage of awareness and trust. The challenge is to protect that trust while staying relevant in a changing market. The strongest legacy brands don’t reinvent themselves completely. They evolve with intention. They know what to keep, what to refresh, and most importantly, why they’re evolving in the first place.

The takeaway? Be selective. Stay self-aware. Lead with your values, not just your visuals. That’s how you evolve without losing your essence.

Whether you’re refining or repositioning, we’ll help you uncover what makes your brand meaningful and how to express it clearly in today’s market.