Brand Tone

Youthful & Energetic, Relatable & Authentic, Adventurous & Free-Spirited, Trustworthy & Reliable, Inclusive & Aware

Brand Values

• •Durability & Quality
• •Functionality & Versatility
• •Self-Expression & Individuality
• •Community & Inclusivity
• •Sustainability
• •Adventure & Discovery

Best Practices

• •Know Your Audience (Gen Z & Youth Focus): Use language, references, and humor that resonate with a younger demographic. Keep it authentic and avoid overly corporate speak. Think relatable and shareable.
• •Highlight Core Values Consistently: Weave in messages of durability, self-expression, adventure, and sustainability naturally within your copy. Don't just state them; show them through storytelling and user context.
• •Embrace Authenticity & User-Generated Content (UGC) Vibes: Encourage and feature real stories and images from users. Your copy should feel genuine and reflect how people actually use and experience the products.
• •Maintain a Positive & Energetic Vibe: Even when talking about durability or practicality, keep the tone upbeat, optimistic, and focused on the possibilities that come with a reliable pack.
• •Be Clear & Concise, Yet Engaging: While being relatable, ensure your product benefits (spaciousness, organization, comfort) are clearly communicated. Use calls to action that invite engagement and exploration.

Social Perception

Iconic & Nostalgic, Durable & Long-Lasting, Good Value, Stylish & Versatile. Strongest association is with students (high school and college). Actively working to connect with Gen Z by using platforms and values that resonate with them.

Copy Examples

• •Headline: Your Everyday, Everywhere Sidekick. Body: From textbooks to trail mix, your JanSport is built for all of it. Durable, dependable, and always ready for the next thing. What’s in your pack? #JanSport #AlwaysWithYou
• •Headline: Style That Speaks You. Adventures That Await. Body: Don't just carry your stuff, express yourself. Find the JanSport that’s so you, it’s practically your a.m. coffee run buddy. Ready for anything? So are we. #MyJanSport #ReadyForAnything
• •Headline: Built for the Journey. Backed for Life. Body: Messy lockers, spontaneous road trips, the daily grind – we’ve seen it all. And we’re still here. That’s the JanSport promise. #BuiltToLast #JanSportJourney
• •Headline: Unpack Your Day. Unpack Your Vibe. Body: Whatever your schedule (or lack thereof) looks like, we’ve got the pack to match. Show us how you JanSport! #UnpackThat #StudentLife #AdventureOn
• •Headline: Less Worry, More Adventure. Body: Spilled coffee? Overstuffed? No sweat. Our bags are made to handle real life, so you can focus on living it. Plus, our commitment to sustainability means we’re looking out for your world, too. #JanSportAdventures #SustainableStyle