In this student project I was asked to look for a dead or dying brand that I can rebrand into a new, fresh, and successful line. It will include the branding strategy, new visual guides, a business system, and a website. I did a lot of research in order to gain a better understanding of how to create a new strategy for the project, which includes the soul of the new brand, the rebranding objective, and the mission statement.
The soul of the new Panam is “cultural exchange,” and it focuses on helping people to explore many different new cultures. Therefore, I picked "culture", "exchange", and "colorful" to be the keywords.