Brand Tone

youthful, adventurous, reliable, and friendly

Brand Values

• •Durability and Quality
• •Adventure and Freedom
• •Functionality and Versatility
• •Authenticity
• •Community and Self-Expression
• •Inclusivity and Sustainability

Best Practices

• •Know Your Audience, Speak Their Language: Consistently use language and references that resonate with the target demographic (youth, students, young professionals) in the Philippines. This includes a mix of English and perhaps colloquialisms where appropriate and authentic.
• •Emphasize Adventure in the Everyday: Frame even mundane activities (going to school, commuting) as small adventures, reinforcing the "Always With You" and "adventure companion" ethos.
• •Highlight Durability & Reliability Casually: Instead of just stating "it's durable," weave it into relatable scenarios – "tough enough for your textbook mountain," or "survives the craziest commutes."
• •Be Engaging and Interactive: Use questions, calls for user-generated content (e.g., "Show us your JanSport style!"), and a friendly, approachable voice, especially on social media.
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy aligns with the imagery used. If visuals are bright, youthful, and active, the copy should reflect that energy.

Social Perception

Students and Youth, Reliable and Classic, Everyday Use. A durable and timeless brand associated with students and young people, and a practical choice for daily activities.

Copy Examples

• •Headline: Your Ride-or-Die Bag, Through Thick & Thin. Body: School days, spontaneous road trips, or just conquering the daily grind – your JanSport is there for it all. #JansportPH #AlwaysWithYou
• •Headline: Pack Your Dreams. We'll Carry Them. Body: From textbooks to travel essentials, our bags are built tough to keep up with your biggest adventures. What’s in your JanSport today? #JansportPH #AdventureReady
• •Headline: Classic Style. Modern Adventures. Body: Some things never go out of style. Like the trusted durability and go-anywhere vibe of a JanSport. Find your perfect pack. #JansportOriginals #PhilippineAdventures
• •Headline: Spill the Tea (Not Your Stuff!) Body: Life’s messy, your bag doesn’t have to be. With smart compartments and durable design, we’ve got your back. Literally. 😉 #JansportPH #OrganizedLife
• •Headline: More Than Just a Bag. It's a JanSport. Body: It’s the stories it could tell, the places it’s been, and all the adventures still to come. Join the JanSport journey. #MyJansportStory #BuiltToLastPH