A Rebranding Journey

What could possibly make a regular Lebanese social media user share a post? Let’s consider Roadster Diner’s facelift, an identity refresher that revolves around a journey. It’s still unclear how people -and particularly loyal customers- are reacting to it. Rebranding can potentially revitalize the brand, but apparently messing with something so emotional, so engraved in people’s hearts and minds can potentially take a turn to the worse.

Is Roadster Diner’s new refresher, a classic “New Coke rebranding failure”? That’s why we believe the blog post “An Open Letter to Roadster Diner” is gaining traction and is on its way to becoming viral! read it here.