The purpose of this study is to explain the strategy in encouraging MSMEs in Kedungpeluk Village, Candi District, Sidoarjo Regency, namely by rebranding. This research discusses the rebranding strategy for five MSMEs in Kedungpeluk Village, Candi District, Sidoarjo Regency as a form of care. Rebranding is one of the tactics that has proven effective in increasing the competitive ability and relevance of MSMEs. For MSME players, rebranding can have a positive impact, namely attracting consumer attention, contributing to increased sales, responding to changes in market trends, expanding the market, building relationships with consumers, strengthening positions in competitive industries, and realizing potential that can attract consumer attention to the importance of this and maintain existing Indonesian local culture. This rebranding also provides solutions for MSME players to improve the quality of their products, especially through more attractive packaging.