The JanSport Heritage Collection reimagines the brand’s original packs from as early as 1967, blending authentic vintage construction with modern functionality. The goal was to bring the brand’s legacy to life through a cohesive visual system that elevated the collection as a premium offering while staying true to its roots.
The Challenge
The collection needed to feel authentically rooted in JanSport’s history while remaining relevant to a modern, style-conscious audience. The challenge was translating vintage design cues, materials, and craftsmanship into a cohesive campaign that could justify a higher price point and resonate across both retail and digital environments. It also required balancing nostalgia with a more current, elevated aesthetic, ensuring the product felt timeless rather than purely retro.
Approach
I helped shape the creative direction for the Heritage Series by leaning into the playful, nostalgic spirit of the brand’s early days. The approach embraced a slightly campy tone, pulling from archival references, vintage color, and retro storytelling to make the collection feel fun, familiar, and full of personality. I designed and executed the hangtag system as a key storytelling moment, using rich material hits like suede alongside Cordura and antique brass details to create a tactile, almost collectible feel at the point of purchase. This extended across web, point-of-sale, and catalog, where we balanced that retro charm with a clean, modern execution so it still felt relevant today.
Outcome
The campaign brought a fresh energy to the Heritage Collection, making it feel both nostalgic and new. By leaning into personality and storytelling, the work helped the collection stand out in a more emotional, lifestyle-driven way while still reinforcing the quality and craftsmanship behind the product.
