Brand Tone

Friendly and Approachable, Relatable and Authentic, Humorous and Witty, Trustworthy and Dependable, Adventurous and Free-Spirited

Brand Values

• •Durability & Quality
• •Sustainability
• •Originality & Heritage
• •Adventure & Freedom
• •Trust & Reliability
• •Inclusivity
• •Authenticity & Self-Expression

Best Practices

• •Develop a "Voice Chart": Create a simple chart outlining core tone characteristics (e.g., Humorous, Relatable, Trustworthy, Adventurous) with "Do's" and "Don'ts" for each. This serves as a quick reference for anyone writing copy.
• •Speak to Gen Z (and the Young at Heart): Use clear, concise language. Incorporate humor and authenticity naturally. Avoid overly formal or corporate speak. Stay updated on current slang or trends but use them judiciously to avoid sounding forced.
• •Show, Don't Just Tell: Instead of saying "we're durable," tell a mini-story or use a relatable scenario where durability matters (e.g., "Survived another semester of being a textbook pillow."). This aligns with the "everydayness" strategy.
• •Integrate Values Seamlessly: Weave brand values like sustainability or heritage into the narrative rather than listing them as standalone points. For instance, "Made with recycled fabrics, because our planet is the ultimate adventure playground."
• •Maintain Visual Consistency: Ensure that the imagery and video content used alongside the copy reflect the same tone and values. A humorous caption with overly serious imagery would be jarring. The "Always With You" campaign is a good example of visual and textual synergy.

Social Perception

A Reliable Staple, Durable and Long-Lasting, Iconic and Nostalgic, Trustworthy, Practical and Functional, Increasingly Modern and Relatable, Eco-Conscious (for those aware)

Copy Examples

• •Headline: Your Uni Life: Sorted. Your JanSport: Even More Sorted. Body: Late-night study sessions? Check. Weekend road trips? Check. Spontaneous adventures? Double-check. Our Main Campus pack has room for your laptop, your textbooks, and probably that half-eaten snack you forgot about. #JanSportNZ #AlwaysWithYou (Tone: Relatable, Humorous, Functional)
• •Headline: Built for the Journey. Yours, Theirs, Ours. Body: Since '67, we've been crafting bags that last. From daily commutes to exploring Aotearoa's backyard, we're committed to durable gear and a lighter footprint on the planet. Choose sustainable. Choose adventure. #JanSportOriginal #SustainableStyle (Tone: Trustworthy, Heritage, Sustainable, Adventurous)
• •Headline: Officially Unofficial Uniform of Students Everywhere. Body: Let's be real, your JanSport has probably seen more of campus than you have some Mondays. Durable, dependable, and ready for whatever assignments (or snacks) you throw in it. #JanSportNZ #StudentLife #Since67 (Tone: Humorous, Relatable, Authentic)
• •Headline: Less 'Oh No, My Bag!' More 'Oh Yes, My JanSport!' Body: That feeling when your bag can actually handle your life? Priceless. With our lifetime warranty, we've got your back – literally, for life. Spill it, stuff it, drag it – we dare ya. #JanSportTough #AlwaysWithYouNZ (Tone: Confident, Trustworthy, Humorous)
• •Headline: Adventure Called. We Packed. Body: Whether it's finding a new coffee spot or a hidden beach, your JanSport is ready. Lightweight, versatile, and made with recycled materials, because every adventure should feel good. #JanSportNZ #ExploreMore #FunFreedomAdventure (Tone: Adventurous, Free-spirited, Sustainable, Friendly)