This is a series of designs I did for a rebranding project. The idea behind this was to create a new identity for an already existing brand. I chose to recreate the identity by focusing on a particular audience and researching what these people would expect from their jeans. My thought process for this project included researching types of cars, jobs, activities, books and interests this target audience would have. This helped me to build an understanding of how these people would live and what would be appealing to them as consumers.