A nostalgic nod to the golden age of outdoor gear, this bold new identity for Kimberley Brewing captures the spirit of mountain adventure with retro flair, custom typography, and cans made for the’ gram.
Kimberley Brewing’s brand identity is a love letter to mountain life, with a design system inspired by vintage ski jackets, 1980s trail gear, and the joy of sharing good beer with friends.
If you’ve ever owned a ski jacket from four decades ago – think dreamy colours, blocky graphics, and enough insulation to survive a snowstorm – you’ll know exactly the kind of vibe KBC is going for.
The mountain-town brewery, based in Canada’s highest city in British Columbia, partnered with to launch its bold new look and packaging system that celebrates outdoor adventure, community spirit, and a hefty dose of retro charm. And, hey, we’re not going to lie… it delivers.
At the heart of the identity is a modular ‘K’ brand icon composed of dozens of tiny mountain peaks, a subtle nod to the local terrain and a visual metaphor for doing your own thing, whatever that might look like. Whether you’re carving powder, riding singletrack, or simply sitting fireside with a beer in hand, KBC wants to be your après companion.
“From the start, the goal was to create something that felt instantly familiar to people who love the mountains,” says Zach, creative director at Reflect. “We found that inspiration in vintage outdoor brands – especially ski jackets from the ’70s and ’80s. They were so unapologetically bold, energetic, and delightfully timeless.”
Reflect’s custom-drawn type and colour palette pull directly from those retro roots, with warm sunset hues, deep forest tones, and contrasting pops that feel straight out of an old REI catalogue. The result is a visual identity that’s both nostalgic and fresh. It’s like finding your mum’s old snow gear and realising it still hits the right tone.
But it’s on the packaging where the system really stands out. Each beer can becomes a spin-it-yourself story, with a bold wordmark wrapping the full circumference and a rotated ‘K’ that guarantees a branded photo op every time it’s sipped. Minimalist illustrations and photo treatments add character without clutter, helping the cans stand out on busy supermarket shelves.
“Our challenge was to capture the personality of a place and a lifestyle – not just sell beer,” says Zach. “It had to feel rooted in the community, but also like something you’d want to take with you on every adventure.”
Mission accomplished. From identity to shelf, the refreshed Kimberley Brewing Co. feels like a crisp toast to the good times…past, present, and more to come.
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