Huckleberry

The new look Huckleberry grocery stores make organic shopping both aspirational and attainable for a wider range of customers.

We brought Huckleberry’s new identity to life, creating a fully cohesive brand experience for shoppers in a fresh, contemporary and timeless setting. With organic food often perceived as overpriced and unattainable, the aim of the new look Huckleberry stores was to overcome that perception and become a friendly, welcoming, local grocer offering all-natural goods. 

We wanted to avoid a sterile, prescriptive grocery store feel and also move away from the hippy-esque clutter traditional in health food stores. The new stores raise the aesthetic appeal and level of functionality to an international standard. We combined natural and organic materials into a crisp, modern and organised style. The exterior of the shop was also redesigned as a boutique local grocer, with a black and white awning and an old-fashioned grocery cart so that fresh produce could be displayed outside the store.