Adventure, no matter how you define it, usually begins and ends in the quiet periods of twilight known as the Blue Hour — when the early morning dew hasn’t yet burned off or the late evening campfire just begins to catch. It became the guiding mantra, defining the Huckberry customer and ultimately sculpting the approach to the new identity and brand voice. Even the color palette takes its cues from the Blue Hour.

Outdoor culture is a deep well of visual inspiration. Ephemera from the golden era of recreation, along with classics like Land Rover’s Defender, became the touchstone for the new direction. Graphics from the era were handmade and the small imperfections made them unique and, by extension, iconic.

A refresh of Huckberry’s original tree icon was strategically best answer, banking on the equity built over the brand’s first decade. The reworked icon was paired with a new, delightfully clunky, vintage-inspired wordmark, resulting in an elevated identity that lives as comfortably on a muddy boot sole as it does sewn into a wool blazer. The final lockup feels both modern and heritage.

From a new physical catalog style to the brand’s first brick-and-mortar popup, the new brand has to come to life. A relaunched e-commerce experience and Huckberry's own line of branded goods, including regular collaborations with major heritage brands, have followed since the new identity made its debut.

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.