Sydney and Ashley of The Hut had been loyally serving Muskoka’s seasonal residents from two outposts, focussing on product and quality prior to a proper push in branding. With their sights set on a Toronto location, the team reached out with the desire to create an identity to carry both locations as the business further legitimized. Through kick-off calls and a strategy sprint, Mutual Friends established an intentionally playful and approachable look with The Hut’s signature strawberry and blueberry characters to represent both Sydney and Ashley. Being some of our favourite branding yet, rolling the brand’s new look and feel into web, merch design, and later the storefront design for 2528 Yonge St— The Bly’s trust in our team was a dream come true. Having the opportunity to touch every facet of the brand is absolute honour and the output is truly the result of just that. We continue to support The Hut with events, collaborations, merch design, and graphics.