Amana Colonies
Tourism B2C Brand Platform
Brand Strategy / Creative Strategy
Amana Colonies is a self-sustaining community rooted in craftsmanship and German heritage. The client came to us looking to reinvigorate the colonies, attract younger audiences, and unite their communications under one cohesive strategy.
Brand Strategy
Narrative Platform
Brand Promise
The Amana brand remains true to rich traditions of quality, uncompromising craftsmanship, community living, an genuine hospitality that have made Amana products truly special since 1855.
Brand Pillars
Enduring Quality
Making things better than they have to be.
Uncompromising Craftsmanship
Creating products people use, enjoy, and treasure.
Community Living
Community and cooperation - along with pride in one's work - can produce good things that have personal value and lasting quality.
Genuine Hospitality
Amana gives you a feeling of warmth, community, and comfort.
Amana made.
Brand Character
Welcoming
Faithful
Enduring
Industrious
Authentic
Creative Strategy
Concept Development
We created a unifying rally cry that framed every colony-crafted product as an expression of care, heritage, and human touch—measured not just in weight, but in soul. The concept gave the colonies a single, memorable voice, turning their shared values into a story that could live consistently across products, communications, and experiences.
“21 grams”
Copy Tone
In collaboration with our writer, Carol Henderson, we developed an evergreen voice rooted in metaphor and meaning, allowing the brand’s character to feel lived-in and human. The tone balances warmth, wit, and conviction—bringing history, craft, and community to life in a way that feels both poetic and grounded.
If it’s true that the soul weighs 21 grams, then it adds 21 grams to everything we make in Amana—everything. From the 200-pound solid walnut table to every pound of our choice-aged beef, to our 100% wool blankets. We don’t charge more for shipping the extra weight. We never have. You can’t really put a price on the soul anyway. We’ve been putting it into our colony-crafted goods since we settled in Amana in 1855—almost 160 years ago—and we’ve yet to run out. We never will. Because it grows here in the colonies in abundance, we have plenty to share with the world.
“Amana made - Our soul is in everything we make.”
Photography Selection
For this assignment, we sought a photographer who could capture the humanity, warmth, and authenticity at the heart of Amana Colonies. For us, that was Jim Henderson—whose human-centered lens brings everyday moments to life, revealing the soul in every table, every blanket, and every neighbor he photographs.
