Be-Kin, a design studio known for crafting mindful, aspirational spaces, has unveiled a new brand identity developed in partnership with South Downs–based creative consultancy Ethelagency…
Specialising in private residences, bespoke commercial properties and boutique hotels, Be-Kin continues to redefine purposeful design through emotional intelligence and enduring beauty. The redesigned identity captures Be-Kin’s core values – connection, integrity, sustainability and well-being – through an elegant visual system.
At its centre is a distinctive wordmark and a star symbol representing guidance, tranquillity, and purpose – alongside the studio’s commitment to partnering with the finest craftsmen to bring each project to life with exceptional quality and care.
“Our new identity reflects Be-Kin’s growth and our continued commitment to holistic design,” said Wren Loucks, Founder and Creative Director. “It expresses who we are: a studio dedicated to creating environments that support emotional and physical well-being through timeless, thoughtful design.”
The rebrand was developed in close collaboration with Ethel.agency, where Barbara J Lewis and Laurence Lassalle led the brand strategy, with Lassalle also directing and designing the visual identity, and Howard Fretten articulating the studio’s ethos through the brand narrative: The Art of Holistic Design.
“We designed an identity that expresses Be-Kin’s thoughtful, human-centred approach while positioning them confidently within the luxury design space,” said Lassalle. “The result is a visual language that is grounded, intelligent and elegantly understated.”
Lewis – formerly of Michael Peters & Partners and Wolff Olins, and founder of The London Design Partnership – led the strategic development in partnership with Lassalle, aligning Be-Kin’s values of luxury, community, and authenticity with a refined and consistent brand presence across all touchpoints.
“This identity is not just a visual update,” said Lewis. “It communicates Be-Kin’s essence and coming of age—an experience rooted in meaning, connection and craftsmanship.”
Fretten’s narrative lens brought clarity and emotional depth to the brand’s voice, culminating in the tagline The Art of Holistic Design – a phrase that reflects Be-Kin’s belief that great design nurtures both space and spirit. Be-Kin’s new identity is now rolling out across all platforms, marking a confident new chapter for the studio.
Main image credit: Hotel Designs
