Bringing new life to an icon.
Qualitative Research | Brand Strategy | Ad Campaign
The Problem
Jansport is possibly the most well known and instantly recognizable book-bag in the world - but they are irrelevant.
​
How can we use traditional advertising to make Jansport relevant in the eyes of high school and college students?
What I Did
- Dove into the minds, motivations and mysteries of college freshmen
- Became an expert on the history of backpacks
- Uncovered the cultural impact of the suede-bottomed backpack
What We Discovered
Jansport is:
TIMELESS
An example of a Jansport being a cross-generational icon.
It never goes out of style.
brand Insight
Jansport is a Cultural ICON
It is not a backpack, it is THE backpack.
​
Jansport saw the opportunity to create backpacks used specifically for books, and they took it. They turned a trend on one campus into a world-wide practice.
Just like Ray-Ban, Fender, Levi and Converse, Jansport is a
category creator, influencing all who follow in their footsteps.
The Strategy
Jansport: Backing Up students since 1967
The Creative
Carry the Legacy
Brand Extension
