Becken — Branding

To begin, we spent some time with Becken’s team on their 5th generation estate in Lexington Kentucky to get to know the principals, what they stand for, and ultimately what they wanted out of creating a new fashion brand for women.

What we learned after our on-site is that Becken is after something deeper and more soulful than simply churning out seasonal collections. Their mission is to engender a sense of trust in their products and give women a closetful of classics that fit beautifully and always look right. 

In response PSA designed Becken to gently reference the founders’ Lexington roots while still imbuing the brand with a modern slant on americana. The result is emotional, approachable and familiar while remaining completely fresh and new in the market.