Huckberry is a lifestyle retailer, gear store, and modern media brand built for men who live adventurously — curating premium apparel, equipment, and everyday essentials at the intersection of style and function. They don't just sell things - they tell you why the things matter.

After 15 years of building one of the most trusted names in the outdoor and adventure space, Huckberry had arrived at an inflection point. New physical retail in major cities. A growing portfolio of house brands. A community that had followed them from scrappy digital startup to a cultural institution. The identity needed to grow up without losing the plot — to carry the weight of permanence without abandoning the spirit that made people fall in love with the brand in the first place. This wasn't a reinvention. It was the careful, considered work of evolution: sharpening what was already there, giving it room to breathe, and building a visual system strong enough to anchor a brand with far more road ahead of it than behind.

Credits - Massive respect to the Huckberry team in Austin who trusted us with something they'd spent fifteen years building — Andy Forch, Richard Greiner, Aaron Parra, Ben O'Meara, Alex Souza, Nick Kemp, and everyone else who showed up for the process with patience, conviction, and good taste. Creative Direction by Denis Kegler, whose eye shaped every decision. Brand design by Kevin Evans, Sean Gorant, Toby Grubb, and Keanu Narciso — who collectively refused to let anything be less than it could be. The project moved with the steady hand of Conner Runia, and found its words through the craft of Evan LeFebvre.

Concept

Some pine cones stay sealed shut for years, their seeds locked away. It’s only under the intense heat of a wildfire that the resin softens and the cone opens, releasing seeds into a landscape cleared of competition and rich with sunlight.

A House of Brands works much the same way.
Adversities—market shifts, economic challenges, cultural change—can act like the fire, unlocking new opportunities. We took this literally and evolved upward angles and rounded cuts symbolizing the Huckberry ecosystem. From one source, many new growths emerge, building the forest of the future.