Title	REBELLIOUS LOVE
Brand	BECKSÖNDERGAARD
Product/Service	REBRAND
Category	B01. LOGO DESIGN
Entrant Company	MAKE® Copenhagen, DENMARK
Advertising Agency	MAKE® Copenhagen, DENMARK

Name	Company	Position
Kristoffer Gudbrand	Make®	Creative Director/Partner
Morten Brudholm	Make®	Strategic Director/Partner
Helena Cassøe	Make®	Communications Consultant/Project Manager
Lis Beck	Becksöndergaard	Creative Director

Brief Explanation

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.

The Brief

With more than 10 years in the market, Danish accessory brand Becksöndergaard needed to clarify and extend its brand positioning. Over the years, the brand has become diluted and it's position weak, so the need for a revitalization that could tap into the brand's disruptive roots while making room for a product line extension was eminent.

How the final design was conceived

We designed an identity system to permeate all communication touch-points – from corporate to retail – 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 through the birdcage symbol with bent bars, conveying their rebellious curiosity and inciting interest in an unfinished story of ever-changing fashion. The handwritten typeface adds a personal and poetic touch. The minimal colour scheme of bright neon pink, together with a new take on campaign photography, completes the new brand identity.

Indication of how successful the outcome was in the market

Internally, their employees' understanding of the brand, it's history and direction has been strengthened. Externally, preliminary tests at retail and consumer level show that the new identity is now perceived to reflect a greater matching of expectations. At unaided brand association tests, words such as 'passion', 'adventure' and 'unusual' topped the list.