Toms

Marilyn Isbela Caballero and Verónica Paola Márquez, students on the Professional Master’s Degree in Branding, Creativity and Brand Communication at ESDESIGN, present their project, TOMS. This Master’s Final Project proposes a new way of understanding the TOMS brand, not only by repositioning it, but by giving it a renewed attitude: presenting it as a purpose-driven brand, free from the labels of the past.

The project focuses on a little-explored audience: the “rebellious optimists”, people who transform the world through small everyday actions, creating a silent yet meaningful positive impact. The strategy was built to connect authentically with this profile, reinforcing the brand’s values without resorting to clichés.

Unlike a conventional rebranding project, this proposal combined strategic analysis and conceptual creativity, raising from the very beginning the key question of whether TOMS required a complete rebrand or simply a new strategy. This reflection guided the entire development of the project, bringing depth and rigour to the process.

The result is a coherent and flexible proposal that reflects TOMS’ identity in an authentic and updated way, highlighting its purpose and its ability to inspire positive change through everyday life. This project was highly valued during the final presentation, bringing the master’s to a close with an outcome that combines challenge, learning and professional satisfaction.

This Master’s Final Project was a finalist in the ESDESIGN Master’s Final Project Awards.