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.

More here.

A graphic sign for 'Loon,' an adventure-themed cafe and bookshop located in the North Loop area of Minneapolis. The sign features white text on a dark background with various font styles, including large bold letters in the center spelling 'LOON,' and smaller descriptive text.

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.

Collection of various logo designs for The Adventurous Loon, a cafe and bookshop. The logos include text, a loon illustration, and symbols on a blue background.

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. 

White coffee mug with a blue logo and text, placed on a wooden surface, against a plain wall background.
A close-up of a glass of water casting a shadow on a dark surface, with a blue coaster featuring a line drawing of a heron bird underneath.
Person in a white t-shirt wearing a gray apron with a duck logo, holding a cup, in a modern kitchen or cafe setting.
A woman is standing behind a coffee counter with a small black coffee machine, holding a green cup. Two black signs hanging above display the cafe name "Loon" and a drink menu with various coffee options. A potted plant with green leaves is on the co
A person is hanging a black circular sign with a white duck silhouette and the word 'FICTION' inside it on a wall.
Array of black coffee bag packages with a logo of a bird, labeled 'The Adventurous Loon', on a light blue background.
A white tumbler with a lid and straw, featuring blue text that reads "The Adventurous Loon, Cafe Bookshop, The North Loop, MPLS," sitting on a light wooden surface against a white wall.
A hand holding a disposable coffee cup with a white lid and a light brown sleeve. The sleeve has a logo of a bird and text reading "The Adventurous Loons Coffee Roasters, The North Loop, MPLS."
Blue knit beanie hat with a brown patch featuring a duck silhouette, placed on a wooden surface.
A beige, curly, vertically oriented paper cutout with a small white duck illustration at the top and the word 'POKETO' printed at the bottom, set against a light purple background.
Person standing against a white wall, wearing beige sweater, blue jeans, white sneakers with red accents, and carrying a beige tote bag with blue text that reads 'The Adventurous Loon Cafe Bookshop The North Loop, MPLS.'
A collection of five cookbooks arranged on a blue surface with a blue background. The books are titled 'What's for Dessert' by Claire Saffitz, 'First Generation' by Frankie Gaw, 'Via Carota' by Jody Williams and Rita Sodi, 'Savory Baking' by Erin Jea
Black T-shirt with a small chest pocket on the left side, featuring a label that reads "The Adventurous Loon," with an illustration of a loon bird and additional text about a cafe and bookshop, set against a light blue background.
Front door window with a white decal displaying the business name "Loun" and additional text indicating it is an adventurous cafe and bookshop, open from 7 am to 5 pm daily.
Business card for The Adventurous Loon Cafe & Bookshop, featuring a row of loon icons in blue, white, and tan, with text about punch cards and location details in Minneapolis.
A black coffee bag with a blue and white logo of a bird, labeled 'The Adventurous Loop'. The bag also has details about coffee type, roast date, and origin, placed on a wooden surface against a neutral background.
Black reusable shopping bag with a white and blue logo for The Adventurous Loon, a cafe and bookshop, featuring a loon bird and text, on a light blue background.
Street view of the exterior of The Adventurous Loon cafe and bookshop, with black signs hanging from the building and a chalkboard sign on the sidewalk, surrounded by planters filled with greenery and flowers.
Blue keychain with white text promoting The Adventurous Loon cafe and bookshop in North Loop, Minneapolis, featuring a duck silhouette.
White sandwich board sign outside a coffee shop with a graphic of a bird and text reading "The Adventurous Loon Coffee Roasters The North Loop, MPLS OPEN".
Black hoodie with a white and blue graphic of a loon bird and text that reads "The Adventurous Loon," "Cafe," "Bookshop," and abbreviations "TC" and "MN" on a light purple background.
A woman with short hair and glasses sitting in a bookstore or cafe taking a selfie with her phone. There is a sign overhead that reads 'The Adventurous Lookout Cafe Bookshop' with an illustration of a bird.