Huckberry approached Strange Practice to reimagine their brand identity and create guidelines to bring continuity to their aesthetic and voice — with exponential growth year after year since launch, Huckberry’s original mark had outlived its intent.
Brand Identity
Brand Guidelines
Website by Bondfire, Inc
Photograph by Jeff Masamori for Huckberry
A handsome cowboy telegraphing the "Huckberry man"
Creative approach
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 vintage advertisment for Land Rover
A vintage scan of the Appalachian Trail logo
Inspiration spanning typography and iconography
The new Huckberry
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.
Rock-solid guidelines
Storytelling is at the core of Huckberry’s business — the brand’s well-read online journal helps set them apart in a crowded retail landscape. Franklin Gothic Condensed was chosen as the brand’s primary typeface due to it’s editorial history and legibility. It’s subtle irregularities make it a complimentary pair brand's new wordmark. The color palette also tells a story - each swatch is connected to the outdoors and Huckberry’s culture (including a nod to another native San Franciscan).
Debut and outcome
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.
Working with Strange Practice on the Huckberry rebrand was a dream. In addition to being wildly creative and original, 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