Photograph by Jeff Masamori for Huckberry
Fashion & Apparel
In 2018 online men’s retailer Huckberry approached Studio Workhorse to help reimagine their branding and create guidelines to bring continuity to their aesthetic and voice.
With the brand’s offerings growing into home goods and everyday wear, Huckberry’s original identity had outlived its intent, while the small set of existing brand guidelines had been patched together over time. The task was to create a mark that paid homage to the company’s outdoor focus while feeling at home in a city environment.
Before exploring visual concepts, it was necessary to define the Huckberry Man and his sense of adventure. We imagined rising before the sun and hiking into a foggy mountainside or finishing a long day on the job with a cold beer around a backyard fire while the light disappears behind the horizon. Adventure, no matter how you define it, usually begins and ends in the quiet periods of twilight known as “The Blue Hour.” This concept became our guiding mantra, ultimately sculpting the brand strategy and visual language.
Classic vehicles, along with the ephemera around them, become the visual basis for what would become Huckberry’s new identity. Land Rover’s Defender and Toyota’s Land Cruiser are ubiquitous in adventure culture, and their emblems and vintage advertisements provided endless inspiration.After several rounds of exploration, it was decided that a modernized refresh of the brand’s beloved tree icon was strategically the best answer. The new icon, paired with a delightfully clunky, vintage-inspired wordmark, resulted in an elevated identity that lives just as comfortably on a boot sole as it does sewn into a wool blazer.
With a final new identity in hand, extensive guidelines were created as a reference for Huckberry’s growing internal marketing team. The 50+ page document defines brand voice, identity usage, typography, color, photography, video, and more.
From new shipping boxes and catalogs to the brand’s first brick and mortar store, the brand guidelines have started to come to life. It continues to be applied to every corner of the Huckberry universe, including a fully-revamped e-commerce website by New York City-based studio Bondfire Inc.
Huckberry’s revamped website using the 2019 brand guidelines, designed and developed by Bondfire Inc
Huckberry’s New York City pop-up, designed in-house using the final brand guidelines
A small sample of the many private-label and collaboration products using Huckberry’s new brand identity