Huckle & Goose
Huckle & Goose
Huckle & Goose is centered around enabling, educating, and inspiring people to cook and eat consciously. We were involved in bringing the brand to life from the very beginning, creating everything from promotional materials to a fully-featured, interactive webapp.
Scope
Brand Identity, Collateral Design, Copywriting, Packaging, Web Design, Web Development
01
Brand Identity
The Huckle & Goose identity resists the hand-drawn, old-timey aesthetic ubiquitous in the farm-to-table community, yet fits right in at a farmers’ market booth. It appears sophisticated and formal on the surface but wields a witty and lively personality underneath. The understated graphics include a simple wordmark and a fleuron based on the company’s namesake. The custom wordmark was created by modifying Kris Sowersby’s Domaine typeface and is complemented by a bespoke ampersand to achieve a unique and refined mark.
Fleuron
The leaves of the Huckleberry and Gooseberry plants are integrated into the brand in a unique and subtle manner with the inclusion of a custom fleuron.
Sustainability
The Huckle & Goose brand readily embraces natural materials—a visual foundation of the identity system—and as a result the material choices were a crucial detail. We paired high-end production processes with differing shades of Mohawk’s “Loop” line (all 100% postconsumer), resulting in a sophisticated yet down-to-earth aesthetic.
Business Card Business Card
Mohawk Paper, Loop – Antique Vellum (Milkweed, 160# Double Thick Cover)
100% postconsumer waste (PCW) recycled fibers
Process Chlorine Free (PCF)
Manufactured carbon neutral (RECs certified by Green-e®)
FSC® Certified (Forest Stewardship Council™)
Manufactured in the USA
Letterpress printed with rubber-based inks
Letterhead Letterhead
Mohawk Paper, Loop – Smooth (Ivory, 24# Writing)
100% postconsumer waste (PCW) recycled fibers
Process Chlorine Free (PCF)
Manufactured carbon neutral (RECs certified by Green-e®)
FSC® Certified
Manufactured in the USA
Digitally printed with dry toner
Envelopes Envelopes
Mohawk Paper, Loop – Antique Vellum (Milkweed + Birch, 80# Text)
100% postconsumer waste (PCW) recycled fibers
Process Chlorine Free (PCF)
Manufactured carbon neutral (RECs certified by Green-e®)
FSC® Certified
Manufactured in the USA
Blind embossed with hand embosser
02
Brand Collateral
In addition to executing the design and overseeing production, we were commissioned to write copy for various pieces of printed collateral, resulting in a perfect opportunity to employ the brand’s down-to-earth and effortlessly witty sense of humor.
Who are you guys? Can we just hire you forever? This is perfection. Anca asks if you have a little brother we can hire as our intern.
Christine Lucaciu, Huckle & Goose
Sustainability
The totes are an exemplary case study in sustainable design. We were able to find a tote manufacturer that sources its organic cotton (typically grown overseas) from a farm in Texas. The cotton is then woven in South Carolina before being cut, sewn, and printed in New Hampshire. To top things off, we were able to find a manufacturer in the US (an exceedingly rare find for small runs) to create the custom woven labels we designed.
Journal – Cover Journal – Cover
Mohawk Paper, Loop – Antique Vellum (Straw, 80# Cover)
50% PCW recycled fibers – PCF
50% virgin fibers – ECF (Elemental Chlorine Free)
Manufactured carbon neutral (RECs certified by Green-e®)
FSC® Certified
Manufactured in the USA
Letterpress printed with rubber-based inks
Journal – Endsheets Journal – Endsheets
French Paper Co., Construction (Steel Blue, 80# Text)
100% recycled fibers (30% postconsumer, 70% preconsumer)
Process Chlorine Free (PCF)
Manufactured carbon neutral (with on-site hydroelectricity)
Manufactured in Michigan, USA
Digitally printed with dry toner
Journal – Interior Journal – Interior
Mohawk Paper, Loop – Smooth (Ivory, 24# Writing)
100% postconsumer waste (PCW) recycled fibers
Process Chlorine Free (PCF)
Manufactured carbon neutral (RECs certified by Green-e®)
FSC® Certified
Manufactured in the USA
Digitally printed with dry toner
Tote Bags Tote Bags
Enviro-tote, Market Tote and Mini Tote
Made with unbleached organic cotton grown in Texas and woven in South Carolina, USA
Cut, sewn, and screen printed using phthalate-free inks in New Hampshire, USA
Interior label made in Vermont, USA
Press Kit
Huckle & Goose needed a way to tactfully approach media outlets, chefs, and food bloggers to tell them about the newly-launched service. Upon opening the inconspicuous, hand-addressed package, the recipient is greeted with an envelope containing a handwritten, personalized note. The envelope can be removed from the inside panel to reveal humorous and unexpected ideas for reusing the box. In lieu of a pushy marketing pitch, the box contains a small printed card explaining the Huckle & Goose story, a few useful gifts, and a simple request to experience the service first hand with a complimentary trial.
Sustainability
The press kit uses a 100% recycled corrugated tuck mailer. The mailer is sealed with a non-reinforced paper-based tape, imparting the box with clean edges and a refined aesthetic, and the interior contents were wrapped in a 100% recycled kraft tissue paper. The consistent use of raw and uncoated materials resulted in a visually cohesive and cost effective solution.
Press Kit Box Press Kit Box
Globe Guard, Corrugated Tuck Mailer
100% recycled fibers (% PCW varies)
Process Chlorine Free (PCF)
FSC® Certified
Interior protected with kraft tissue paper
Exterior sealed with kraft paper non-reinforced WAT (water activated tape)
Manufactured in the USA
Screen printed with water-based inks and green chemistry
04
Copywriting
04
Web App
Huckle & Goose’s core service is an interactive web app that helps people plan and prepare meals with a focus on local foods and seasonal cooking. We oversaw the app from start to finish, carefully planning each detail of its function and features, in addition to designing and developing every component of its visually elegant design.
