Jansport
Print, Identity

Objective
Re-branding the Jansport brand to capture new attention.

Description
We’ve got your back. Jansport company is the original outdoor gear brand that embodies a culture of fun and discovery. The objective of this project was to take Jansport and renew their brand image to capture new attention. After immense amounts of research on the

company’s history and demographic, I created an entire campaign that would re-invent Jansport. I wanted to free Jansport from the one-dimesionality of book bags and give it the freedom of individuality — not just books, not just school, but whatever it was a person carried with them. My slogan, “We’ve got your back” is about how one bag can suit many backs; and the people who wear it give it their unique character. By shortening Jansport to JS, the brand name becomes less intrusive — JS can be reinvented by whomever owns the bag, and stand for something personal.