Select a brand that is dying, defunct or dead and identify its essence. Revive the brand by repositioning and expanding the new brand’s identity and creating new extensions that open the company to a whole new demographic while still remaining true to its original soul.
I chose to rebrand Max Factor, a cosmetic brand born in the early 1900's geared toward women. The brand needed to be modernized by changing the old face/aesthetic of the standardized and expected portrayal/depiction of the female, breaking away from the outdated social standard that the only attributes that define women are the physical and sensual. Throughout the revival process, the brand had to stay true to its origin and essence from its birth in the chemistry labs, it’s essence being the science of human attraction.