Huckson is a sports apparel company, specialising in the design and creation of products for triathletes. Driven by a love of the outdoors and fuelled by the pursuit of adventure, Huckson champions quality, sustainability and community.

TAC were commissioned by Huckson to establish their brand positioning and visual identity. The identity was then applied across their product range, social assets and stationary set.

Initial stages of the project included an intensive research phase to help us clearly understand the company’s requirements. This included a brand audit, competitor research, questionnaires and focus groups. Our findings allowed us to clearly define a route to market for the brand, while also developing a strong focus on artistic direction for the upcoming creative.

Keen to stand out in an over-saturated fitness market, we positioned Huckson as a lifestyle choice for a more discerning customer.

Informed through simplicity and restraint, we created a bold, mono identity that captures the strength and endurance of triathletes, while the narrow letter spacing introduces a feeling of togetherness.

A set of accompanying crests build Huckson’s hero identity, allowing for a variety of applications across their clothing range. The suite of crests Huckson retain the bold yet simple aesthetics of the hero identity and while also allowing the brand to sit comfortably within both the sports and fashion industry.

As well as looking to establish themselves as a leading sports apparel company, Huckson’s aim is to create a community known as ‘Team Huckson’ – bringing together like-minded athletes to inspire and encourage others to fulfil their ambition.

We designed a range of Team Huckson t-shirts to support the growth of their community, while allowing those already a part of the community to own them with pride.

Finally, as part of the deliverables we developed a digital presence for the brand, creating a selection of flexible templates for use across all social platforms.