Don’t tell them it’s immersive – make them feel it

What we did

Adventure tourism disruptor Experience Co sells immersive experiences online and at its new flagship store in Cairns. With a vision for global expansion, the company needed a retail tourism brand that was kinetic, sensory and fun – and accessible to travellers in any language.

Brandsome started by positioning the company as The Adventure Store, a retail destination for immersive experiences, with the ‘Let’s go’ tagline our call to action. We aligned the brand architecture to position the company’s well-established sub-brands.

The brand identity balances playfulness and movement with a palette drawn from nature, the drawcard for adventure tourists globally.

To create an instantly recognisable brand that goes beyond words, we created a fluid x mark that references the brand’s extreme sport roots while unlocking multiple meanings. Morphing to suit any activity or campaign, the x mark can be animated over the brand’s signature imagery, which takes its cues from GoPro and adventure influencer streams.