Béis Brand Guidelines: The Celebrity-Founded Travel Brand, Neutrals & ‘We All Have Baggage’

Béis made travel bags chic.

Béis is a lesson in a celebrity founder plus a brand incubator. It was founded in 2018 by actress Shay Mitchell (of Pretty Little Liars and You) — and, importantly, she is a genuine working founder and creative principal with real equity, not a paid endorser. Béis was built in partnership with Beach House Group, a Los Angeles brand incubator that held a majority (~70%) stake and also incubated brands like Pattern Beauty and Moon. (An honest correction: there’s no “Luke Jacobson” co-founder or “BeachMint” involved — the partner was Beach House Group; and the brand was incubator-backed, not self-funded. Two more notes: no official brand hex is published, and the wordmark typeface is undocumented.)

The name is styled “BÉIS” (with an acute accent) and is pronounced “base.” (An honest note: the exact meaning — a play on “basics,” “base,” or “beige” — isn’t publicly documented, so it’s best to give only the pronunciation.) Béis makes affordable, stylish, functional travel bags and luggage: the popular Weekender, totes, backpacks, dopp/cosmetic cases, packing cubes and hard-shell rolling suitcases — known for smart, thoughtful details (a trolley pass-through, a bottom shoe compartment, key leashes) at accessible prices.

Béis leans on a signature muted, neutral aesthetic — beige, black and warm “maple” tones — and famously strong social-media and celebrity-driven marketing, with a consistent, punny verbal identity: “We All Have Baggage.” It has done collaborations (Disney × Béis, KidSuper × Béis). A major recent chapter: as of 2026, Béis is being acquired by the luggage maker Samsonite (a reported ~85% stake, with Beach House Group exiting — described as the incubator’s largest exit). We all have baggage.

Béis lives in chic, neutral beige. Click a swatch to copy the hex.

Béis’ identity is anchored by a chic, muted, neutral palette — its signature beige, warm maple/tan browns and black. The restrained, tonal neutrals read as effortlessly stylish, versatile and grown-up — the “clean girl” aesthetic of the late 2010s and 2020s — and they make the bags feel like fashion accessories that go with everything rather than loud travel gear. That neutral, put-together look (plus seasonal brights) is central to the brand’s appeal and its shareable, aspirational marketing. The honest caveat: Béis publishes no official brand hex, so the beige and maple here are an original, unofficial interpretation of its neutral palette, not first-party values.

The lesson is a chic neutral palette can make a product feel like fashion. Béis’ beige-and-maple world reads as effortlessly stylish and versatile. For designers, it’s a reminder that a restrained, tonal neutral palette can position a product as a fashion accessory. The takeaways: use chic, versatile neutrals to feel like fashion (beige, maple, black); keep it tonal and put-together; and treat specific hexes as unofficial when the palette is neutral and finish-based.

The wordmark is a chic display sans — stylish and fashion-forward.

Béis’ identity carries a chic, fashion-forward spirit — the accented all-caps “BÉIS” wordmark whose stylish, considered letterforms read as modern, aspirational and put-together. A distinctive display sans captures it well: it feels like a fashion or beauty brand rather than utilitarian luggage, matching a celebrity-founded, style-led travel brand aimed at a design-conscious, social-media audience. Set against a chic neutral palette, the type feels elevated and current — exactly the effortlessly-stylish, “we all have baggage” personality Béis cultivates. It’s chic and fashion-forward rather than technical or heritage, mirroring the accessory-like bags. Because the exact wordmark face isn’t publicly documented, the honest description is “a chic display sans spirit,” not a named font. The type behaves like the brand: stylish, fashion-forward and modern.

Béis proved celebrity can build.

Béis is a lesson in a celebrity as a genuine founder, plus the incubator model. Plenty of “celebrity brands” are just paid endorsements; Béis is the more substantive version — Shay Mitchell is a real founder and creative principal with equity, and the brand was built with a professional brand incubator (Beach House Group) that provided the operational muscle. That combination — an authentic, hands-on celebrity with genuine audience and taste, plus an incubator’s product, supply-chain and marketing capabilities — is a modern playbook for building a consumer brand fast: the founder brings reach, credibility and creative direction; the incubator brings execution. Béis backed the star power with a real product (functional, well-designed, accessibly-priced travel bags in a chic neutral palette) and a sticky verbal identity (“We All Have Baggage”). The validation is the exit: as of 2026, Samsonite is acquiring a majority stake — proof the brand built real, durable value, not just buzz. The lesson is that a celebrity founder plus genuine substance and professional execution can create a lasting brand. Bring the audience and the taste; build the real thing behind it.

For designers and brand-builders, Béis offers a clear takeaway: a genuine celebrity founder plus professional execution and real product can build lasting value. The lessons: make the celebrity a true founder-creative, not a face (equity, hands-on direction); pair reach with executional muscle (the incubator model); and back it with genuine product and a sticky identity (functional bags, “We All Have Baggage”). It’s also a reminder to keep the facts precise — Béis was founded in 2018 by Shay Mitchell with Beach House Group (not “self-funded,” no “Luke Jacobson”), is pronounced “base,” and is being acquired by Samsonite as of 2026. Béis proved celebrity can build — proof that star power plus substance can be a durable brand.

Keep Béis’s identity on hand — save it to a board in the Made Good inspiration library.