When I think if branding for outdoor activity companies I have mixed feelings. Sometimes they feel really granola or too extreme, sometimes they’re well-considered and well-done like Aether Apparel. The folks at Manual, a design studio based in San Francisco, decided to go with the latter route for their branding of Kitsbow, a company that makes high quality mountain bike apparel with a minimal aesthetic and tailored details.
The logo references both the tailoring aspect of the product, and the winding trails on which mountain bikers ride. A monochromatic color palette with small touches of a blue accent color was used across all branded deliverables. We used extra thick card stocks, varnishes and foils to provide a sense of tactility and quality.
The identity design is extremely far reaching, encompassing apparel, website, stationary, and even a van wrap. The concept of the winding trails as the logo inspiration is fitting and brings a bit of life to a brand which could have been rigid or stodgy. I’m also really impressed with the iconography created for the clothing labels, which give the customer clear insight into what abilities the garment has.