A new brand identity and comprehensive guidelines for beloved men’s retailer Huckberry

Brand Identity, Guidelines

A handsome cowboy telegraphing the "Huckberry man"

Creative approach

No matter how you define it, adventure usually begins and ends in the quiet periods of twilight known as the Blue Hour. It ultimately sculpts the approach to the new identity and brand voice — even the color palette takes its cues from the Blue Hour. Visually, ephemera from the golden era of recreation became the touchstone for the new direction, classic without being faux-heritage.

The new Huckberry

The decision to refresh Huckberry’s original tree icon, instead of a ful new approach, was a strategic one — leveraging the equity built over the brand’s first decade in business. The reworked icon, paired with a delightfully clunky, vintage-inspired wordmark, results in an elevated identity that works as well on a boot sole as sewn into a wool blazer.

Rock-solid guidelines

Storytelling is the core of Huckberry’s business. 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. The color palette also tells a story, each swatch connects to Huckberry’s culture (including a nod to another native San Franciscan).


The new Huckberry mark comes to life from digital to print, as well as physically with the brand’s first popup in New York City. A revamped e-commerce experience and Huckberry’s own line of branded goods have followed the identity refresh, driving a 20% sales increase company-wide.

The guidelines supplied by Strange Practice have remained at the heart of the brand’s visual language, even amidst changes within the company — a corporate move from San Francisco to Austin, new creative leadership, etc — providing a crucial set of tools for Huckberry’s continued growth year after year.

“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, and works his ass off... It’s why Strange Practice has become my go-to creative agency.”

Andy Forch
Huckberry Co-founder