Rebranding is a marketing strategy that aims to reposition an existing brand in the market by building a new brand identity capable of adapting to the new trends of globalization. Among these trends, a central role is now played by the ethical theme of sustainable food, towards which consumers show great sensitivity.
An interesting example in this regard is the rebranding carried out by McDonald’s, which has changed its corporate image by replacing the traditional red color that has always accompanied the “Golden Arches” with the current green color, evoking the concept of nature. This change clearly aims to communicate to the public a healthier food offering.
