SINNER - the primary stakeholder in this thesis - is known as a sports eyewear company that focuses on winter sports. With the ambition to gain more brand awareness throughout the Netherlands and eventually worldwide, multiple aspects of the brand have to be made clearer in order to create a stronger brand. Brands need to innovate in order to maintain their position in the market. When a brand gets tired, it might require revitalization, also known as repositioning (Beverland, 2018). The conducted internal analysis is the basis for defining the brand, the external analysis has created input to understand the segment where SINNER can position itself and realize its competitive advantage. The literature review has been used to define how to strengthened a brand. Based on these analyses the positioning and proposition were set up. Additionally, a purpose, mission and vision were determined and used in the brand DNA of SINNER. To communicate all of these elements, the design principles were set up. These design principles are applied in the brand book, which explains what the brand is about, how the brand communicates and how this communication looks when visualized. The brand book is the ultimate deliverable and shows how the new brand strategy enables internal alignment and consistency. The outcomes for this thesis are: An analysis, providing an understanding of what the brand SINNER is about A new design strategy, describing the new brand identity A brand book that presents the new brand identity Brand touchpoints that visualize the translation from brand book to design In the end several recommendations are done, to apply the results in order to give the SINNER brand a new and reinforced appearance.