This brand guideline was created in Adobe Illustrator for an assignment to rebrand a curated lifestyle company. I decided to rebrand Huckberry. To broaden its audience, I wanted to shift the brand’s focus from large scale outdoor adventure to everyday adventure. I created the tagline “for your next adventure” to reflect this. This tagline becomes more ambiguous, meaning your next adventure could be a night out with friends or going on a hike. I also wanted to focus on the brand’s element of quality fashion with an outdoor aesthetic rather than strictly outdoor gear. The clothes can be worn by anyone for any occasion. I strategically chose to include images in the advertisements that reflect this. Furthermore, the brand was originally advertised as a “men’s shop” despite selling both men’s and women's clothing. To further broaden the audience, I chose to showcase both men and women in the advertisements. I also choose a color scheme that reflects an outdoor aesthetic without too directly referencing nature. For the logo, I decided to keep the tree icon but with a more stylistic approach to lean more towards the fashion element of the brand.
![](https://cdn.myportfolio.com/5b4d8e89-b2e6-4557-b635-40062d670e35/1379c2e8-3619-4a52-8411-ebb3f55fb603_rw_3840.jpg?h=62f8ec7cc614528016a3088b97f6201e)
![](https://cdn.myportfolio.com/5b4d8e89-b2e6-4557-b635-40062d670e35/3511ac7e-f818-4938-b2b3-84c4280dddf7_rw_3840.jpg?h=76ba9f00288bf13062348ea2cecf1edc)
![](https://cdn.myportfolio.com/5b4d8e89-b2e6-4557-b635-40062d670e35/e99dbe74-17aa-43da-899c-8d747f344ffb_rw_3840.jpg?h=0c2350d0117f3a0538c620a1b71c3ca5)
![](https://cdn.myportfolio.com/5b4d8e89-b2e6-4557-b635-40062d670e35/60dccd03-cef0-4bc8-b5a3-66a22606d7f7_rw_3840.jpg?h=2dcc73794593a403fbce31aeaf491602)
![](https://cdn.myportfolio.com/5b4d8e89-b2e6-4557-b635-40062d670e35/c9c1ae4d-0d25-4987-a903-a244b365e510_rw_3840.jpg?h=661751a3fba26883c2897eb31e18d567)
![](https://cdn.myportfolio.com/5b4d8e89-b2e6-4557-b635-40062d670e35/274ab874-cdb7-41a3-88c4-dec3d9f2a349_rw_3840.jpg?h=e80a010dc86fee726f6d7c458c3fb868)
![](https://cdn.myportfolio.com/5b4d8e89-b2e6-4557-b635-40062d670e35/287d9467-3341-4f1d-975a-411b6c29c4b7_rw_3840.jpg?h=490a8c5b275a49f33c11075dd617b9ee)