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Based in Marin California, Kitsbow designs and produces high quality mountain bike apparel with a minimal aesthetic and tailored details. In a sector where the dirt and grunge aesthetic reigns, we helped position Kitsbow as an entirely different sort of clothing company targeting a discerning customer at a higher price point. We spent time with the founders to understand what Kitsbow is really about and what they stand for. We learned that they are passionate about refined style, quality materials and manufacturing processes, and have an obsession with details. These learnings inspired the brand tagline “Impeccable Mountain Bike Wear for Fellow Obsessives”.

Kitsbow products are manufactured in Vancouver, British Columbia, and are constructed with the highest quality fabrics, which is reflected in their higher price point. It was important to communicate their confidence and commitment to quality through the brand identity and individual brand touchpoints.

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.

Manual provided a full brand identity program, including logo design, messaging, packaging and labelling, van livery, photo art direction, and an e-commerce website.


Photography: Location, Alex Farnum. Studio, Rodger Hostetler.