We first met Kohli of Becket Hitch at the National Stationery Show, where she visited our booth and told us about her beautiful paper and home shop in Lutherville, Maryland, close to the coast. We immediately loved her cheerful disposition and enthusiasm for our stripes and plaids and nautical cards. She has been a loyal wholesale customer for a few years now, and she’s been working hard on the opening of her new location (if you’re local to Maryland, go see her!) When she wrote us asking for help with a rebranding that would launch at the same time as the new shop, we were thrilled to help. She likes everything we do! Striped and more stripes, washed blues and warm whites, and an elevated vintage feel. The logo she was using before was nice, but felt clunky and not true to her tastes. Since Becket Hitch is the name of a knot style, she couldn’t very well do away with it completely… but we did want to downplay it a bit (she says customers often think she’s a boating store!) and clean up both the image and text. We wanted the logo to feel as fresh as her new space.
First, here’s the old logo that we used as a springboard to discuss the elements that Kohli did and didn’t like. The construction of the knot is off, and the whole thing feels heavy.
After consultation and brainstorming, this updated version came to life…!
Another before and after: Kohli wanted her main logo to be simple, so that it was a clean backdrop for the shop, to be decorated and changed throughout the seasons…but she also couldn’t deny or forget her love of color. We provided with her with a secondary badge-style logo with a pop of yellow, that she can use in packaging, etc, when she wants something more festive.
To round out her branding package, we added business cards, shop stationery, and cover images for her insta-story highlights.
If you’re interested in working with us on new branding or a re-brand, please email us, or fill out the form here!