A brand refresh isn’t about reinventing who you are. It’s about re-aligning how you show up. That might mean evolving your visual identity, tightening your messaging, or adapting your strategy to reflect new goals, audiences, or markets. Done right, a refresh builds on your equity while removing what no longer serves you.

So how do you know it’s time?

You might notice a shift in the business: a new product line, funding round, leadership change, or expansion into new territories. You might feel the brand no longer fits the ambition behind it. Or you might hear it from others: "We didn’t realise you did that," or "We didn’t expect that from you."

None of these signals mean you need to start from scratch. But they do mean you need to be intentional. A good refresh begins with clarity: What stays? What needs to evolve? And why now?

At Grovva, we treat every refresh as a strategy-first exercise. That means helping clients identify what their brand is still doing well, and what needs to work harder. Then we reshape the identity around those insights. Sometimes it’s subtle: a typographic shift, a new tone of voice, or more confident positioning. Sometimes it’s more visible, but still rooted in continuity.

The goal isn’t to look different for the sake of it. It’s to look like the business you’re becoming.

A successful brand refresh doesn’t announce change. It reflects it.