Brand Strategy and Design for KMD Brands
Exploring the wonders of KMD Brands
THE CHALLENGE
Forged in Aotearoa in 1987, the Kathmandu brand is synonymous with getting outdoors, having fun and enjoying nature. In the years since, Kathmandu has transformed into a leading Australasian retailer and global multi-channel business. Today, the group comprises three iconic brands: Kathmandu, Rip Curl and Oboz.
There were three unique brands, each with strong brand identities and values. Effectively bringing these together under one umbrella brand (KMD Brands) required careful consideration. We needed to ensure that all were represented and that the KMD Brands universe enabled each brand’s personality to continue to exist.
WHAT WE MADE
Learnings from an extensive immersion phase saw the brand take shape, with a purpose underpinned by human connection to the outdoors and our innate love of exploration, supported by KMD’s ability to create products designed for purpose, driven by innovation, best for people and planet.
This gave a clear point of difference and positioning that honestly represents where the holding company stands today and aspires to be in the future. An attractive proposition for future investment.
ICON’s strategic brand development process resulted in a compelling brand narrative, purpose and vision that aligned with KMD Brands' global aspirations.
This then enabled a highly contemporary design ecosystem to be developed, using a bright and modern colour palette and a suite of bespoke, hand-drawn patterns to depict the land, sea and the sky, and based on real-life nautical charts and topographical maps.
WHY IT MATTERED
This has since proudly gone to market through a suite of brand stationery, marketing collateral and refreshed website, giving a solid outlook for the future growth of KMD Brands.
WHO MADE IT
Dedicated client service team
Brand strategist
Creatives and designers.
