The study aims to understand how consumers perceive and react to changes in logo and packaging design due to a rebranding of visual brand identity. The research also investigates how these reactions shape consumers attitudes toward the brand. The study seeks to provide insights into how visual brand identity, specifically logo and packaging design, influence consumer behavior and brand attitude.  A deductive approach and qualitative empirical study are used to explore consumers reactions to changes in visual brand identity. Data were collected through three focus groups consisting of consumers from southern Sweden and was analyzed thematically. Previous research emphasized brand recognition, consistency, the factors behind a rebranding, and consumer attitudes. Furthermore, the empirical findings underscored the importance of a clear and well-communicated purpose for consumers reception of the visual rebranding. The results indicate that consumers attitudes toward a brand after a rebranding are influenced by their perception of the purpose and process behind the change, as well as the recognition and aesthetics of the product. This can result in either a positive or negative change in consumer brand attitude.