Brand management is a complex and dynamic process, playing an important role in the competitiveness of companies. The main purpose of this work was to carry out a benchmarking and develop the rebranding of a Portuguese handicraft brand to improve its attractiveness. In order to achieve this goal, authors applied a mixed-model research design, combining a synchronized approach of marketing and design principles. The results obtained show that the proposed methodology is appropriate for a rebranding process. Accordingly, the marketing mix and the visual identity of the brand received several updates.