Brands are all around us. They assure people of quality and safety for the products they buy. A brand is not just a name and a logo, but more than that. It is the reputation that the company has that sets them apart from the competition. A brand is one small word that encompasses its voice, purpose, and what it wants to be known for. It is the first thought that consumers have when they see a certain logo or hear a brand name. A brand is the essence of a company and its reputation. Therefore, it is of great importance that the brand is well presented and that it shows that it knows its target audience, as it allows itself to be perceived by them as a high-quality and strong brand. A good brand image is therefore crucial, and brands can strengthen it if they show that they truly care about their consumers, their future and well-being. The goal of this work is to prove that by using more environmentally friendly materials and thoughtful eco-design and redesign, brands can still maintain their quality without significant loss of clients and at the same time think about a better future and protect the environment from additional unfavorable conditions. In fact, given the current state of the world and people's familiarity with the environmental problems we face every day, which are increasingly noticeable and whose consequences we feel, by switching to eco design, brands are able to increase the number of more satisfied customers. In this research, it was confirmed that for the conceptual brand of chocolate "B'mark" whose target group is booklovers and chocolatelovers, the target group is ready to pay for an ecologically better quality product because they are familiar with the current state of nature. Through the research conducted during the preparation of this thesis, it has been proven that environmentally friendly products do not have to carry a negative connotation related to themselves and their characteristics, in terms of price, quality and availability. This work can serve as proof and idea that with eco-redesign, brands can achieve new and interesting products and results that will benefit consumers as well as the companies behind the brand.