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Kathmandu

Beyond the new logo

Even successful retail brands need to evolve with their customers. The instructions from Kathmandu were to "give the brand a new face, a logo that can be unified across the business, reflect the design philosophy, and capture the spirit of 'exciting adventures.'" 

With 95% of the company's total sales coming from the Kathmandu brand, it was crucial to come up with a logo that would fit the product. We developed a new logo that stripped away all the superfluous and finished it to fit every occasion, from signage to zipper knobs.

Our rebrand put Kathmandu’s belief in inspiring adventure front and centre. The philosophy grounds design decisions, binding together the people that make the products with the people that use them.

Brand development

The face of the rebrand was the new logo we designed to stand the test of time. The ‘twin peaks’ mark was developed as a nod to the mountain range of the previous logo. It modernised the brand and translated better to products, giving Kathmandu greater design ownership of its clothing and equipment.

Environmental graphics

We ensured the rebrand gave Kathmandu’s retail spaces a stronger, sophisticated presence by creating a dynamic system that could be translated into varying store environments.

Branded gear and apparel

95% of the company’s sales are of Kathmandu-branded products, so we made sure to create an identity system that works across a range of applications from tees to tags.

Brand packaging

With over 3,000 products, it was vital to establish a consistent visual language for the packaging. We did this by simplifying the design, creating unity through bold typography printed on recycled card stock.

Internal engagement

To reach all staff – from management to the shop floor – we designed a Kathmandu ‘travel journal’ that shared the brand values and design philosophy.

The results

The impact of Kathmandu’s rebrand has been nothing short of transformational. The graphic language permeates every aspect of the brand, from advertising and signage to the smallest detail on the shop floor.

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