CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Tom Crabtree

Designers

Tom Crabtree
Dante Iniguez
Eileen Lee
Andrew Lu

Project Manager

Patricia Callaway


TAGS

, , , , , ,


LINKS

Manual
Kitsbow

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

CLIENT

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.


BRIEF

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.


APPROACH

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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