Brand Tone

Adventurous, Youthful, Authentic, Relatable, Friendly, Inclusive, Confident, Trustworthy, Humorous, and Unserious.

Brand Values

• •Durability and Quality
• •Adventure and Exploration
• •Sustainability
• •Inclusivity and Community
• •Authenticity and Self-Expression
• •Trust

Best Practices

• •Understand Your Audience (Gen Z & Adventurous Spirits): Speak their language. Use humor, authenticity, and a slightly informal yet confident tone. Acknowledge their values, such as sustainability and self-expression.
• •Emphasize Durability and Trust Subtly: While it's a key selling point, weave it into narratives of adventure and everyday use rather than just stating technical features. The "Always With You" tagline is a good example.
• •Show, Don't Just Tell, Adventure: Use evocative language that paints a picture of exploration, whether it's a daily commute or a weekend getaway. Focus on the experience the bag enables.
• •Be Genuinely Inclusive and Authentic: Avoid tokenism. Let real stories and user-generated content shine where possible. Reflect the diversity of your users naturally.
• •Maintain a Consistent Voice Across All Platforms: Whether it's a website product description, an Instagram caption, or a customer service email, the underlying tone and values should be recognizable as distinctly JanSport. Develop clear brand voice guidelines for all content creators.

Social Perception

A Reliable and Enduring Brand, A Staple for Students, Good Value for Money, Progressive and Aware, Youth-Focused.

Copy Examples

• •Headline: Your Everyday Adventure Starts Here. Body: From city commutes to mountain peaks, your JanSport is built to carry your world. Durable, sustainable, and always ready for what's next. #AlwaysWithYou
• •Headline: Built for the Long Haul (Seriously, Decades). Body: We've been making bags that last since '67. That's a lot of adventures, a lot of memories, and a whole lot of trust. What story will your JanSport tell? #JanSportHeritage #DurableByDesign
• •Headline: Less Landfill, More Adventures. Body: Our latest collection uses even more recycled materials because exploring the world shouldn't come at its expense. Pack light, explore far, leave a smaller footprint. #SustainableStyle #JanSportCares
• •Headline: Whoever You Are, Wherever You're Going. Body: Your journey is unique. Your JanSport is built to keep up. Express yourself, carry your essentials, and own your adventure. #JanSportForAll #MyJanSportStory
• •Headline: Lost a Pen? Found a Snack? Your JanSport's Got It. Body: Life’s messy, your bag doesn’t have to be (unless you want it to). Ready for school, travel, and all the beautifully chaotic moments in between. #RelatablyReliable #JanSportEveryday