In nature, one of the most radical transformations happens in silence, inside a cocoon.
Metamorphosis is more than a gentle change. It’s destruction with purpose.
Before it becomes a butterfly, a caterpillar does something truly shocking: it digests itself.
No magic wand, no gentle unfolding of wings. First, it self-destructs.
Inside the cocoon (or chrysalis), enzymes break down the caterpillar’s tissues until it becomes a viscous liquid, like an organic smoothie.
Scientists actually call this phase the “caterpillar soup”, and it’s not just a metaphor, it’s real biology. The caterpillar isn’t merely sleeping. It’s gone.
Amid the chaos, a few tiny clusters of cells remain untouched: imaginal discs.
These are like biological blueprints the caterpillar has carried since birth, but kept dormant (as if it always knew it was destined to be more than it seemed).
Each imaginal disc has a very specific purpose:
- One becomes a wing
- Another forms a leg
- One turns into the antennae
- Even the eyes and genitalia form from discs
It’s like carrying seeds of the future self, quietly waiting for the right moment to bloom.
And here’s the kicker:
Some studies suggest that butterflies retain memories from their caterpillar days, even after their brains have been liquefied. (Cannot wrap my head around that.)
Why it matters? This isn’t just a natural marvel, it’s a metaphor for deep transformation. True reinvention isn’t about surface-level upgrades.
It’s about breaking down, letting go, and trusting the hidden blueprint within.
And in the world of branding, only a few dare to undergo their own “caterpillar soup.” Here are some examples of brands that have undergone the exact same thing.
Netflix – From DVD Rentals to Streaming Giant
Caterpillar: A simple DVD rental service, practical, physical, limited.
Soup: Faced with digital disruption, Netflix took a radical leap into streaming. It was risky. It was premature. And it confused users at first.
Imaginal Discs: A core belief in on-demand entertainment, convenience, and accessibility.
Butterfly: Today, Netflix is a global powerhouse of original content, shaping not only how we watch but what we watch.
Apple – Collapse and Rebirth
Caterpillar: In the late ’90s, Apple was struggling. Its image was outdated, its products incoherent, and the future looked bleak.
Soup: Steve Jobs returned. Entire product lines were scrapped. The logo was redesigned. The message was rewritten. It was a total internal reset.
Imaginal Discs: At its core, Apple kept its drive for innovation, elegant simplicity, and the Think Different spirit.
Butterfly: The iMac. The iPod. The iPhone. Apple didn’t just recover, it redefined entire industries.
Some brands make small changes.
Others melt down and rebuild from imaginal discs.
When done right, rebranding isn’t cosmetic – it’s metamorphosis, it’s radical.
At Armeanu Creative Studio, we don’t believe in surface-level fixes or cosmetic rebrands.
We believe in deep, strategic transformations: rooted in what’s authentic within each brand.
Whether you’re at the beginning of your journey or at a turning point, we help you uncover your inner blueprint – your own imaginal discs – and build a brand identity that not only looks great, but endures, evolves, and makes an impact.
Transformation is never easy.
But if you feel it’s time to step out of your chrysalis, we’re here to help you build your wings.
Author: Ana Armeanu, June 2025.