Jaguar just pulled a major rebrand, and let’s just say it’s… ambitious. They ditched their iconic “growler” logo, rolled out a new font, and launched a campaign featuring checks notes no cars. Instead, they’re all about mysterious slogans like “Copy Nothing” and vibes of “exuberant modernism.” Whatever that means. Elon Musk summed up the general confusion with a snarky, “Do you sell cars?”
And because the internet never misses, Nothing—the smartphone brand known for its bold design—jumped in on the fun. They updated their profile pic to match Jaguar’s new font and changed their bio to “Copy Jaguar.” It was a quick, sharp jab that added some levity to the online discourse around Jaguar’s big pivot.
Our take: Revamping a legacy brand is always a gamble. Jaguar’s approach might feel like it’s trying too hard, but let’s not forget: people are talking about Jaguar again. For a brand that’s often been overshadowed by Tesla and others in the EV race, that’s a win—no matter how mixed the reviews.