Designing a path to adventure

Duvine Cycling + Adventure Co

Designing a path to adventure

The situation

DuVine’s travelers are adventurous cyclers who seek to explore a country beyond its typical tourist attractions. Tank created a website that could effortlessly show the full breadth of DuVine's travel destinations—while also highlighting their most popular tour experiences.


Brand identityExperience designSEO/MUI design & developmentUser experience research


After the redesign, DuVine saw a 40% increase in sales.

Brand Identity

DuVine’s customers are indulgent, active and focused individuals. To reflect this sense of determination within the brand, we provided design elements—typeface, color palette, photography style, design standards—that mirrored the clean-cut and venturesome aesthetic of DuVine travelers. With this rejuvenated brand image, DuVine could connect eye-to-eye with adventure seekers around the globe.


DuVine’s new website was nominated for a 2018 Webby award in the Best Design—Visual category.

User experience research

Through customer research and search analysis, Tank discovered that regional trip pages were a user priority. We also learned that customers sought a customized experience, helping us set the goal to make DuVine’s tour offerings more accessible. Our insights also helped us humanize the brand voice and develop a digital experience that speaks to the aspirations of DuVine travelers.

Experience design

After speaking to tour participants, we understood that site visitors needed a better way to explore specific destinations. Tank devised the “Find a Tour” tool that points visitors directly towards regions of interest. We also reimagined the site’s navigation to highlight popular trips and to showcase the diversity of experiences available. The final brand experience both assisted and inspired visitors to embark on one of DuVine’s unique travel opportunities.

Select press mentions

The site's new design led to increased confidence in the brand and made searching for and booking tours easier for potential guests.
Gwen Kidera, Creative Director, Duvine Cycling + Adventure Co