Comprehensive Identity Programs





Creative Director

Tom Crabtree


Tom Crabtree
Dante Iniguez
Eileen Lee
Andrew Lu

Project Manager

Patricia Callaway


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Kitsbow by ManualKitsbow by ManualKitsbow by ManualKitsbow by ManualKitsbow by ManualKitsbow by ManualKitsbow by ManualKitsbow by ManualKitsbow by Manual


Based in Marin, CA, they design and pro­duce high qual­ity moun­tain bike apparel with a min­i­mal aes­thetic and tai­lored details. Their prod­ucts are impec­ca­bly made and jus­ti­fi­ably expen­sive. Their tar­get audi­ence are pas­sion­ate moun­tain bik­ers who are happy spend­ing money on the very best qual­ity gear.


Frus­trated by a lack of styl­ish apparel in the moun­tain bik­ing sec­tor, Kitsbow’s founder set out to cre­ate a new sort of com­pany that makes refined moun­tain bik­ing apparel at a higher price point. Our client was enter­ing a sec­tor where the mas­cu­line grunge aes­thetic reigns supreme. They wanted to dis­rupt this and cre­ate a brand (and accom­pa­ny­ing visual iden­tity) that echoed the qual­ity and crafts­man­ship that went into their prod­uct. With an abstract name with­out mean­ing, the chal­lenge was design­ing an iconic mark that car­ried the con­no­ta­tions the client was seeking.


We saw an oppor­tu­nity to embrace the ele­gance and tai­lored con­struc­tion of their prod­ucts. The result­ing mar­que has a level of craft and ele­gance that paired per­fectly with their prod­uct and brand promise. The loop­ing of the “K” brings asso­ci­a­tions of tai­lored stitch­ing, while also mak­ing ref­er­ence to the wind­ing trails on which moun­tain bik­ers ride. Intro­duc­ing stripes into the mark allowed us to crop the logo to pro­vide a more sporty and dynamic appear­ance when needed. We used extra thick card stocks, var­nishes, and foils to pro­vide a sense of tac­til­ity and sub­stan­tial quality.

The brand­ing that Man­ual cre­ated per­fectly encap­su­lated every­thing that Kits­bow stands for—craft, ele­gance, bold­ness (have you seen our van?!), and atten­tion to detail. Man­ual was involved in every aspect of our brand launch, from the logo and icons, to the web­site and prod­uct pho­tog­ra­phy. The feed­back on our branding—the logo in particular—has been over­whelm­ingly pos­i­tive. Man­ual con­tin­ues to work as our brand agency, and we look for­ward to a long last­ing work­ing rela­tion­ship with them. — Zan­der Nosler, Founder and CEO of Kitsbow

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