08 / Brand systems
Jowpack
- Client
- Xi’an Zhule Network Technology Co. Ltd.
- Agency
- ALICED&Co
- Role
- Creative Director
- Year
- 2021
Brief
Jowpack grew from a white-label backpack manufacturer in China into a global e-commerce brand aimed at travelers and professionals, with smart, stylish products. The manufacturer wanted its own brand after seeing digital work done for another backpack brand. ALICED&Co led the branding and marketing to establish Jowpack as a trusted name in travel gear.
Name
The first task was a name. Starting from brand keywords (traveller, adventurous, dreamer, trendy, successful, smart), the brand became a traveler on a journey of wonder around the world. “Jowpack” comes from “Journey of Wonder”.
Logo
A sleek symbol that combines the letter J and a path, for journeys and connectivity. The logotype uses the Womby typeface for modernity and legibility.
Brand voice
Motivational, friendly and confident, to speak to a global audience of travelers, professionals and adventurers. The emotional connection runs through lines like “The journey of wonder never stops”.
Communication plan
A strategic brand communication plan: audience, goals and objectives, key messages, tactical plan and measurement.
Ads
Social ads with one benefit each, from the 30 percent welcome offer to the safety pocket: “Pickpockets gonna hate it!”
