Rebrands often signal big strategic moves, but sometimes the motivation is refreshingly simple: clarity.  In this TFiR interview, Lukas Gentele, Founder and CEO of vCluster Labs explained why the company formerly known as Loft Labs chose to align its identity with its flagship project.

According to Gentele, the market already recognized vCluster as the core product and community touchpoint. Yet the company’s previous structure—with Loft Labs as the corporate entity, vCluster as the open source project, and vCluster Labs as an additional label—created unnecessary confusion. At conferences, for example, the booth was orange and branded around vCluster, but conversations still required explaining the link to Loft Labs. Even in recruiting, candidates who knew vCluster didn’t always connect it to Loft Labs.

“vCluster Labs is going to make this a lot easier going forward—it’s all consistent, all focused on vCluster,” Gentele said. The rebrand consolidates identity across the board: customers, developers, and new hires now encounter one unified brand.

The shift also underscores how vCluster has grown into more than just a tool. It represents the company’s mission to simplify Kubernetes multi-tenancy and platform engineering at scale. By centering its identity around the project, vCluster Labs strengthens both its technical positioning and community resonance.

For Gentele, the move isn’t about reinventing the company—it’s about focusing on what people already recognize. And in a crowded ecosystem like cloud native, that kind of clarity is a competitive advantage.