Adventure, in any form, begins and ends in the serene moments of twilight known as the Blue Hour. This became the driving mantra, a reminder that every journey is framed by the quiet anticipation of what’s to come and the reflective glow of where you’ve been. Each new brand asset, from visual inspiration and color palette to voice and tone finds it’s footing in the Blue Hour.

Visually, the inspiration came from outdoor ephemera of the 1950s through the 1970s—classic and familiar, yet without the forced nostalgia of faux-heritage. Instead, it embraces the utilitarian charm and understated craftsmanship of the era, reinterpreted with a modern sensibility that feels lived-in rather than artificially aged.

The decision to refresh Huckberry’s original tree icon rather than a totally new approach was strategic — leveraging the equity built over the brand’s first decade in business. The new tree icon is sturdy — one set of branches for each of the brand's founders, who built the company without outside investment, and a small shadow detail to telegraph movement and life outside. The bottom of the tree trunk uses a small curved serif, borrowed from the new wordmark.

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Storytelling is the core of Huckberry’s business, and the brand guidelines document is in service of building Huckberry’s world. Franklin Gothic Condensed became the brand’s primary typeface due to its editorial history and legibility — its subtle irregularities make it complementary to the new hand-drawn wordmark. Each swatch in the color palette connects to outdoor culture, and e-commerce photography conveys authenticity.

The new Huckberry mark and guidelines are fully integrated across the brand — from a revamped digital experience by Bondfire, Inc to new print assets. They also extend into the physical world with the brand’s first permanent flagship store in the Georgetown neighborhood of Washington, DC, set to open in the first quarter of 2025.