Branding
The Adventurous Loon
The Adventurous Loon is a local, independently owned cafe in the cozy, recreational North Loop neighborhood of Minneapolis. The Loon is focused on providing delicious coffee and a great selection of books—new or used.
The name, The Adventurous Loon, comes from the local wildlife—the loon is the state bird of Minnesota. The star or flower shapes in the mark come from a geometric interpretation of the state flower. The squiggle shape that serves as an ampersand between “cafe” and “bookshop” is an ode to the neighborhood’s proximity to the Mississippi River.
Developing a system of marks as expansive as the local area included: speciality marks for the coffee roasting portion of the business, illustration, icons, and more.
