Infinite Mountain

First opened in 1987 in New Zealand, Kathmandu is a specialty retailer and manufacturer of clothing and equipment for the adventuresome, outdoorsy audience. Kathmandu has 116 stores across New Zealand, Australia, and the UK. Their sales are 95% of Kathmandu-branded products, but they also carry popular brands like Keen, Teva, and Salomon. In September Kathmandu introduced a new logo, identity, and packaging system designed by Strategy Design & Advertising. The previous logo had that outdoor hippie vibe of a logo embroidered on a fleece vest. Not a bad approach. But it's 2011 and hippies don't go kayaking and camping and using GPS geegaws and hi-tech wicker clothing to navigate their outdoor environs. The new logo targets the young audience that goes out there trying to escape stock prices and meetings. The icon is simple and bold, referencing mountains or perhaps a camping tent. (...)