Country Base: Denmark
Industry/Sector/Keywords: Accessories, Retail Stores, Women, Fashion, Design
Below: Before and Images in Slide Show, Summary, Credits

Industry Setting

Within months of its formation in 2003, Danish accessory brand Becksöndergaard shot to success on the Scandinavian fashion scene with its colorful scarves and trendsetting eel skin products. However, with more than 10 years in an increasingly crowded market, the brand had become diluted and it’s position weakened.


Sold through competitive multi-brand retail environments and bent on conquering international markets, Becksöndergaard needed a revitalization that could tap into the brand’s disruptive roots. In addition, an imminent product line extension that would broaden their accessory range significantly meant not only clarifying the brand, but also extending its positioning to create a dynamic, flexible and distinct rebrand.


We created the brand platform, defined their stance and designed an identity system to permeate all communication touchpoints _ from corporate to retail. This was built on the companyÍs founding philosophy of going against the stream through entrepreneurship, imagination, curious energy, love and playful wit. We unified these guiding principles as ‘Rebellious love.’

The concept is expressed through the bird cage symbol with bent bars, 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 color scheme of bright neon pink, together with a new take on campaign photography, completes the new brand identity.


Internally, their employees’ understanding of the brand, its history and direction has been strengthened — aiding their work of selling the brand to retailers at home and abroad. Externally, un-aided brand association tests at retail and consumer level show that the new identity is now perceived to match expectations with words such as ïattractiveÍ, ‘adventure’ and ‘unusual’ topping the list. In addition, retailersÍ needs for more adaptive point-of-sales materials have been met, resulting in an increase in use and an even stronger brand presence for Becksöndergaard in multi-brand retail environments.


Client: Becksöndergaard –
Creative Director: Lis Beck

Brand Strategists/Designers: Make¬ –

Strategic Director: Morten Brudholm
Creative Director: Kritoffer Gudbrand
Designer: Magnus Dinessen
Project Manager: Christine Ohrt
Project Manager Assistant: Helena CassÀe