Huckberry
A new brand identity sparks growth
A new brand identity sparks growth
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Huckberry’s original logo had gone untouched since the company was founded — outliving its original intent. The men’s retailer wanted to modernize their identity and create comprehensive guidelines to bring continuity to their aesthetic and voice — setting up the next chapter of the brand.

Project details
Project details

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Mantra

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.

A blurry photograph of a man running across a bridge.

Huckberry is built for The Blue Hour

A blurry photograph of a man running across a bridge.

Huckberry is built for The Blue Hour

Huckberry is built for The Blue Hour

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A blurry photograph of a man running across a bridge.

Huckberry is built for The Blue Hour

Huckberry is built for The Blue Hour

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Inspiration

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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.

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The new Huckberry

Huckberry’s tree icon refresh was a strategic choice, preserving the brand equity built over a decade. The new symbol tells the founder-led story, with sturdy branches and a subtle shadow for movement. A curved serif at the trunk nods to the updated wordmark.

Storytelling remains central to the brand, reflected in its typography guidelines. Franklin Gothic Condensed, chosen for its editorial roots and legibility, pairs well with the hand-drawn wordmark while the new color palette draws from outdoor culture.

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New identity
New identity
Comprehensive brand guidelines
New identity
Comprehensive brand guidelines
New identity
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New identity
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Application

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The new Huckberry guidelines are fully integrated across the brand — from a revamped digital experience 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.

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Outcome

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The new mark and brand assets, combined with the enhanced e-commerce experience by Bondfire, Inc, have increased the average order value by over 15%, underscoring Huckberry’s significant growth trajectory since the rebrand.

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Working with Strange Practice on the Huckberry rebrand was a dream. In addition to being wildly creative, Jordan has no ego, is a great listener and highly strategic... Strange Practice has become my go-to creative agency.”

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Andy Forch

Co-founder, Huckberry