This article focuses on discussing the branding of Chikoisme Apparel products in entering a new normal period. The purpose of this study is to understand the branding strategy of PT Chikoisme Production Project due to the introduction the Chikoisme brand bag. This research uses qualitative approach with study descriptive. Studies that describes the object of research which is based on the facts that appear or as what is available at the field. The purpose of this study is to determine the strategies used by the company in the effort of anticipating branding product activities in the new normal period. This condition is important to study because product branding in new normal period requires special approaches such as the use of digital media. This situation is reinforced by the current behavior patterns of people who prefer information online. the collection of interview data technique was used To answer these objectives. This technique was carried out with the PT Chikoisme Production Project marketing team. The results of this study are expected to explain the approach used in managing the Chikoisme brand product such as bag production that emphasizes product quality. The obtained results of the research are expected to be able in the contribution of the branding activity map that can be used by each company when entering the new normal period.