I designed a manifesto in response to this brief. The manifesto is a rule of principles to a sincere apology. The book is dedicated to the eight brands that I have researched, who have all created an incident and have not fully apologised for their actions.
As each principle is dedicated to a single brand, I have further twisted each brands values to relate to the incident which they have caused. The goal was to allow these brands to see how they come across to their customers and change for the future.