Category Archives: Identity

For Clients That Wear Their Brand On Their Sleeve. And Under It.

In an age of carbon fiber and 3D printing, it’s refreshing to come across a business that is still producing beautiful handcrafted wood products that define the industry they serve.

The Barrel Mill, one of the leading cooperages in the U.S. (that’s a “barrel making business” in case you felt the need to Google it), came to us needing a brochure. What we gave them was the beginning of a refreshed brand. A look and feel that better reflected the heritage, quality and soul of a company that supplies wood barrels to many of the top wineries, distilleries and brewers across the globe. They are also at the heart of the American craft movement, supplying barrels and other products to independent and even home producers who want an authentic solution for a new generation of libations.

Their products are used to make “craft” beverages. And no word better describes the barrels themselves, which are all hand-coopered in Avon, MN from a family that’s been in the lumber business for over 90 years. A simple, yet powerful, element of their new identity system that emerged was an icon featuring a crossed mallet and hammer.

Now, we’re no strangers to positive reactions from clients. And a lot of our work captures industry awards each year. Despite that, even we were a little blown away with the vote of confidence that came in the form of actual tattoos on the arms of our clients. The fact that this happened in Vegas means we’re not going to ask too many questions about the specific circumstances – or even provide the names of the individuals in question.

We’re currently in the process of launching new projects for The Barrel Mill, including packaging and multiple websites. Look for it soon on and on the freshly inked limbs of our client.


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Stop Judging Us! Wait, Never Mind. Go Right Ahead.

After barnstorming the local American Advertising Awards competition in January with over 30 awards, our work moved on to even stiffer competition at the District level in late March, which included agencies from across Minnesota, North Dakota, South Dakota and Wisconsin.

Ads, campaigns, websites, collateral and photography from Adventure™ were subjected to intellectual poking and prodding by industry heavyweights from some of the hottest shops in Chicago, NYC and Portland. We held our collective breath and, just before turning completely blue, we turned silver. As in Silver ADDY® Awards for the following work:

• Lifetime Kids Tri Poster
• Old Town Canoe Museum Ad
• Old Town Canoe Worker Campaign
• Trinona Triathlon Campaign
• Park Tools Man of Steel Image

Next stop is the national American Advertising Awards competition. This will, by no means, be our first trip to the big dance. We actually took home Gold and Silver ADDY Awards in previous years for work on Red Bull, Erlandson Performance and Adventure Advertising self-promotions. We’ll look forward to getting the results from Nationals in May. Though, we’re far more focused on developing more breakthrough work for next year’s competition. Oh, just you wait.

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We Never Said We’re the Best. We Leave That to the Judges.

We knew it was a special year in 2013, well before any of our work was submitted for the annual American Advertising Awards competition, held January 25th. We feel great about everything we produced and, more importantly, we’re excited about the impact it is making with our clients.

That said, we’re a group of sensitive creative types so a little stroking of our ego is required, at minimum, once per year. Fortunately, the ADDY® judges awarded a record haul for Adventure Advertising and Adventure Studios. All told, we received 18 Gold ADDYs and 11 Silver ADDYs, which locked up top honors in nearly every category we entered.

And if that wasn’t sweet enough, Adventure also took home “Best Of” honors in Art Direction and Copywriting and “Judges Choice” trophies in Photography and Integrated Campaigns. Finally, Adventure received the top award of the night –  the overall “Best of Show” – for the Johnson Outdoor Predator Kayak campaign. This marked the sixth out of the last seven years that Adventure has received “Best of Show.” But who’s counting?

Some of the standout work included creative for Life Time Fitness, UnitedHealthcare Children’s Foundation, Old Town Canoe, Ahni & Zoe by Creative Memories, Park Tool and photography for Polaris.

The celebration capped a big night, as we welcomed clients and friends to an open house and happy hour in our new office at 819 West St. Germain in St. Cloud. We gave ourselves about a 24-hour grace period to pat ourselves on the back before focusing on delivering an even better crop of work in the year ahead. And, if the past few weeks are any indication, we’re going to need some more shelves.

Check out a sampling of some of the award-winning work below.


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Award-Worthy Identity Work.

We’re big fans of the ADDY® Awards, the American Advertising Federation’s annual awards competition. And we like to think they are big fans of us too, since we’ve collected so many of their trophies over the years (22 in 2013, but who’s counting).

This year, AAF announced they’d be changing the name of the ADDY Awards show to the American Advertising Awards. What may seem like an innocuous shift inspired a range of emotions within a branding-obsessed industry.

To ease the transition and avoid a creative melee, AAF solicited help from Adventure. Our very own Gina Nacey is a frequent judge at ADDY competitions across the globe and sits on the American Advertising Awards Committee. Despite her esteemed status, a kitchen full of cooks would need to approve what we ultimately served up.

The project called for an extremely clean, timeless, typographic treatment that could stand on its own or support a future logo mark or iconographic extension. The end treatment is intended to live along side other creative awards competitions, such as the Clios and Cannes.

Here’s how the awards committee and the AAF described their selection, “It makes a clear, strong statement of our new name. It expresses our focus on honoring the best in American advertising. And it does it in a clean and contemporary style.”

No frills, no fuss. We’ll let the work that is recognized at the 2014 competitions take care of that – including another massive haul for Adventure, if there’s any justice in this universe.

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International Relations – Adventure™ and Your Inspiration at Home.

Your Inspiration at Home (YIAH), one of our newest clients, is an Australian direct-sales company that markets culturally-inspired food seasonings, flavored salts and oils, dukkahs and much more.

To update their evolving brand globally and prepare for expansion into the U.S. market, YIAH turned to Adventure™ Advertising for a full rebranding and repositioning that included everything from logo design to packaging, a full product catalog, collateral and Consultant-recruitment materials, a consumer website, social media marketing and much more. Adventure™ Studios handled all the original photography.

The immediate results of their newly-launched, rebranded identity have been measurable beyond expectations. New Consultants in the U.S. are anxious to get in on the ground floor of a unique company; sales are on the rise; and all the activity has attracted key investors eager to join this thriving brand.

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