When the Adelaide Adrenaline needed more than a logo, they came to us looking for an identity their fans could believe in—something powerful enough to unite a crowd and bold enough to break the internet.

Determined to dominate the Australian Ice Hockey League (AIHL), the Adrenaline wanted to feel bigger, bolder and wilder than The Outback itself. So we went all in—creating a character that embodied that untamed spirit.

We introduced the Yeti: an abominable snowman, teeth bared, hockey stick in hand—fierce yet fun. A mascot kids would chase down for selfies and adults would grab off the shelf. From sketchbook drawings to final artwork, the character emerged as the pure embodiment of Adrenaline.

We didn’t stop at the crest. We designed uniforms that turned players into beasts on the ice—sublimated fur textures on their jerseys and socks so when they hit the rink, they didn’t just play the game, they became the Yeti. Every detail blurred the line between athlete and myth, giving fans something larger than sport to rally behind.

The result: a team redefined and ready to dominate. Adelaide Adrenaline now takes the ice with a mythic identity that electrifies fans and commands attention across the league.

Commissioned for the team’s alternate jersey, the logo will take center ice as the Adrenaline’s primary identity beginning in 2026.