Danish accessory brand Becksöndergaard needed to clarify and extend its brand positioning. Sold through competitive multi-brand retail environments, rather than their own stores, clear dynamic positioning was essential. Flexibility was also key, as the company was broadening its accessory range beyond the well-known scarves to include leather goods.
We designed an identity system to permeate all communication touch-points – from corporate to retail. This was built on the company’s founding philosophy of going against the stream though entrepreneurship, imagination, curious energy, love and playful wit. We unified these guiding principles as "Rebellious love".
The concept is expressed though the birdcage symbol with bars bent, conveying their rebellious on-the-go curiosity, and inciting interest in an unfinished story of ever-changing fashion. The handwritten typeface adds a personal and poetic touch. And the minimal colour scheme of a bright neon pink together with a new take on campaign photography completes the new brand identity.