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The objective of this project was to think of an intangible and abstract concept, product, service. Such may or may not have been for sale so far. Performing a complete branding exercise assuming that it will be up for sale eventually in the future.


Following the guidelines, kṣamā is a hypothetical brand whose core motive is to sell forgiveness. Forgiveness is a conscious, deliberate decision to release feelings of resentment or vengeance toward a person or group who has harmed you, regardless of whether they actually deserve your forgiveness. Forgiveness does not mean forgetting, nor does it mean condoning or excusing offenses. Forgiveness frees us to live in the present.


Forgiving results in mental well-being, reduction in negative emotions, forming positive relations, spiritual growth, and identifies a sense of meaning and purpose in life as well as builds a greater sense of empowerment

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