A design-driven luggage, accessories and apparel brand world-famous for their backpacks.
Herschel Supply Co.
Brand Strategy
Creative Direction
Brand Book
Presentation Decks
![](https://cdn.sanity.io/images/zixjfcpx/production/b8c62b1a53668258706e88d1b9af8bdca2602fe3-2880x1740.jpg?w=2880&h=1740&auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/d482b81b58a3fa3fc7d01c61b6cde78fab9a4a11-1440x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/b31b288d3230d08fcd46eb4e06e08870d3ff909e-1440x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/86cb62e9b4a409d4a7df516f34a8d50da7af22aa-2000x1348.gif?w=2000&h=1348&auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/e6d11eb0645a793b744870fe02c24af0fc047df7-1442x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/377448d9f2f636d2de336f17b856e55424991e27-1440x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/f4b2e373bf2a7d775997240b59050957297706dd-2880x2146.jpg?w=2880&h=2146&auto=format)
Following a brand discovery with Herschel founders and leadership team, we explored how core brand themes, tone of voice and a visual language could be woven into a powerful story about the company.
![](https://cdn.sanity.io/images/zixjfcpx/production/7cd21decfaa629df6a4379692efb186330d70ec5-2880x2146.jpg?w=2880&h=2146&auto=format)
The vision was to go beyond the typical mission and vision statements and to share the Herschel brand in a more visual and authentic way.
![](https://cdn.sanity.io/images/zixjfcpx/production/20b1fd9400852aceb52eaf562b7901a5e4dcb2dd-1442x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/9dbb6a94823f4f5ee310af0d831d29e6b366049a-1440x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/b58cfe9db4f3407cb07c05a7a1bd1e38aed6666c-1440x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/dbe4d405c6ed83f84d26a05653201a0a146a4ba5-1440x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/6225073d79cf42e759aaf09777f669f693fbc478-2880x1740.jpg?w=2880&h=1740&auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/0c3aa1a5a647c471f4dd483630584dfa42ad0d55-2160x1620.jpg?w=2160&h=1620&auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/d924332ef5911cf2c87eeb3f11b447d5230eb7ac-2880x1904.jpg?w=2880&h=1904&auto=format)
We worked closely with Herschel leadership to develop a message that captured the heart of the company and was an open reflection of its culture and values.
![](https://cdn.sanity.io/images/zixjfcpx/production/ff12071f8d0e4c39dcc9be47a8fcc39efee9f3d7-2880x2458.jpg?w=2880&h=2458&auto=format)
A finely printed brand book titled, An Insider’s Guide To Herschel Supply Co., acted as a primary vehicle to deliver the Herschel brand story to employees, partners, buyers, and the media.
![](https://cdn.sanity.io/images/zixjfcpx/production/89974f22ac11af1263e963e63ea0e2ac50b1f7cd-1296x864.gif?w=1296&h=864&auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/b668fee2dc3c4faec8c11be01011847e1dde2598-1449x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/cfa8d181a2b26f035b67b937d8b1e868c4a94c27-1449x1918.jpg?auto=format)
Exposed Smyth Sewn binding created an unfinished, behind-the-scenes feeling
![](https://cdn.sanity.io/images/zixjfcpx/production/2526ef6da1adbb0a47185ef3f3300567b3feb44d-2880x2958.jpg?w=2880&h=2958&auto=format)
The special printing specifications and techniques used on the brand book set expectations that the document included a special message and story.
![](https://cdn.sanity.io/images/zixjfcpx/production/c829836e4e264a78ddf1fff95396e9fa414526f7-2880x2580.jpg?w=2880&h=2580&auto=format)
Key aspects of the brand story were shared via digital decks and during in-person presentations.
![](https://cdn.sanity.io/images/zixjfcpx/production/d9cd5253b8c2b4cab9303ed6df9f845ef0b873f1-2880x1864.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/ae970ddc352adacca0254df53f8191efa1b9692f-1440x1918.jpg?auto=format)
![](https://cdn.sanity.io/images/zixjfcpx/production/1946e1423513803a20c736044b3e6183e0563fb3-2880x1740.jpg?w=2880&h=1740&auto=format)
View all work
in Retail