Herschel Supply Co. is a design driven accessories brand founded in Vancouver, Canada. The company specializes in manufacturing functional backpacks suitable for urban and outdoor use. It’s persona is inspired by the founder’s fascination with traveling, mountaineering and outdoor expeditions.

The new design system is heavily inspired by the idea of outdoor expeditions. Readers are guided through the pages as if they are on a journey. The new persona is bolder and more vibrant than the previous visual design. This direction is a close reference to the company’s products and outdoor lifestyle.


Create a new corporate capabilities brochure for an existing company. The goal is to introduce a new design system that will update the company’s vision and persona.