Brand Storytelling

Beekman 1802 Almanac

Brand Storytelling

Who doesn’t love goats? And amazing skincare products? And super-smart founders?! We do!

Introduced to America as the “Fabulous Beekman Boys,” Brent Ridge and Josh Kimler-Purcell are brilliant businessmen and marketers. (And winners of “The Amazing Race”!) Their journey began with a weekend drive, which led to their purchase of a goat farm, which got them making goat-milk-based soaps, which eventually led to the launch of Beekman 1802, a now-popular worldwide brand of cosmetics. 

Through Josh’s career as an advertising executive and Brent’s position as VP of Healthy Living for Martha Stewart Omnimedia, the pair understood that companies like Martha Stewart Living, Magnolia, and Sweet Paul build brand engagement by sharing their stories. To tell their own story, Brent and Josh launched Beekman 1802 Almanac. Unfortunately, the magazine didn’t clearly represent this incredible brand beyond its Almanac section. That’s where 2communiqué came in.

The redesign began with a day trip to their signature store in rural Sharon Springs, New York. This gorgeous space, which beautifully embodies their brand, became the inspiration for Rose Apothecary on “Schitt’s Creek.” Emanating the feeling of walking into someone’s home, wallpaper from a local printer covers the walls of the stairwell, products are beautifully displayed throughout carefully curated and designed rooms, and an open-plan kitchen adorned with copper pots sits at the back. This is what we wanted to capture in the magazine—to make readers feel as if they were stepping into Beekman 1802 Mercantile.

The redesign was a true brand publication with rich, curated photography and stories that transported readers into the Beekman experience from afar.

Recognition: SPD Merit Award

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