Hunker Goods is a thoughtfully made and well-curated lifestyle brand specializing in heritage goods. Rooted in the grit and resilience of turn-of-the-century America, the brand drew inspiration from Old Western, nautical aesthetics, and classic Americana, blending industrial strength with elegant craftsmanship. The goal was to refine its identity to reflect an adventurous spirit while maintaining a timeless and unisex appeal, striking a balance between rugged masculinity and universal elegance.
I designed the logo and brand identity, creating a cohesive and recognizable aesthetic that embodied the brand’s ethos. The bold, distressed typography evoked early American industry, while the custom eagle illustration reinforced strength and heritage. The eagle, holding a needle and thread in its talons, symbolized meticulous craftsmanship and dedication to hand-crafted, long-lasting goods. The color palette—deep navy, warm mustard, rich burgundy, and aged beige—was chosen to reflect vintage Americana and the durability of well-worn leather. Supporting marks and type treatments complemented the brand’s rugged yet refined feel.
Hunker Goods’ identity was carefully crafted to highlight quality materials like leather, heavy-duty fabrics, and heritage-inspired design. Beyond the core branding, I expanded the brand’s identity into graphic t-shirts and accessories, ensuring each piece seamlessly reflected its rugged yet refined aesthetic. Through thoughtful branding, it established itself as a lifestyle brand that felt aspirational yet deeply rooted in craftsmanship. Every detail, from typography to iconography, communicated authenticity and longevity. With the tagline “Thoughtfully made and well-curated heritage goods,” Hunker Goods embodies a dedication to crafting timeless, high-quality pieces designed for those who embrace adventure with an appreciation for enduring craftsmanship.
Hunker Goods’ refined brand identity allowed it to grow beyond just a leather goods company, shaping a lifestyle that resonates with those who appreciate heritage and craftsmanship. By blending Americana grit with timeless design, the brand maintains a strong sense of legacy and authenticity. With a focus on quality and storytelling, Hunker Goods continues to offer thoughtfully crafted pieces that honor tradition while appealing to those who seek adventure and enduring style.
“Absolutely incredible work! The designs are perfect, and we couldn’t be happier with how everything turned out. Each piece fits seamlessly into our brand, and we’re excited to use them in different ways.” — Denton Hunker, Hunker Goods
