Logos : the special case of Malabar

This year wasn't the year of Malabar. The brand has decided to change its logo, and all the loyal consumers are now totally revolted.

Mister Malabar, the blond guy with his yellow T-Shirt is a real Icon for all generations. Customers He was the mascot of the brand for 42 years! However, Malabar wanted to change and modernize its image to the next generation. Its target is children and adolescents. Now the mascot is a cat named "MABULLE".

A portuguese brand of the same group is already using a cat as a mascot. The goal here is to standardize communications across borders.

 Consumers, shocked and nostalgic, have launched appeals on the internet and even petitions to recovering Mr. Malabar.

This story shows the importance of the Malabar's image in the hearts of consumers. Is it a big strategic mistake of the brand? Customers take this change as a treason. Mr Malabar had a real place in their life, he was a part of their memories.

Mabulle is struggling to be credible. His story is complicated, far-fetched, consumers do not adhere.

For all, Mr. Malabar is the image of the brand,