Adventure Caroline is an outdoor excursion company that is based in Columbia, South Carolina.  They specialize in kayak, canoe, raft, and tubing trips on the surrounding rivers. Because It is right inside the city, I wanted to create a more urban feel for adventure to attract a younger working crowd from the city and give the appeal of "adventure is closer than it seems".  I choose to create the logo from the initials of the company into the kayaking based river trips that they offer. I added my hand-done watercolor and salt texture to the other products to continue the water theme throughout the brand so that the customer would always have water in the back of their mind. I wanted the typography to be vivid and eye catching to draw the attention of new and younger customers and breathe some life into products that may be boring in a traditional sense. After rebranding, I believe that Adventure Carolina has taken on the clever and imaginative direction I was hoping for.