The objective for this project is to create a new look for an old luxury brand. I choose COACH as the target brand in this project because the brand has been transformed into a group Tapestry, with two other luxury brands all under the umbrella of this luxury conglomerate. As the global expansion is happening is this changeable era. COACH is plotting its global retail strategy for future consumers in the international presence. Besides, the brand dilution is a serious problem the brand should address. Via the 2022 rebranding strategy for COACH, refreshing the brand identity of logo and repositioning the brand are two actions to retarget at the future consumers in the global market.