This project includes: Website Integration, Marketing Campaign, User Research, Market Research, Financial Feasability, Project Management
Herchel Wander
Herschel Wander redefines style and functionality for Gen Z. Refreshing a Canadian legacy brand, this product line blends durability with modern design, offering versatile gear that seamlessly transitions from city to outdoors. Tailored for students, young professionals, and adventurers, Herschel Wander resonates with Gen Z’s desire for individuality, flexibility, and authenticity.
Role:
Project Manager, UX Lead, Design Lead
Timeline:
3 Days (2025)
Skills:
UX Research, UI Design, Branding, Story Telling, Cross Functional Team Management
Tools:
Figma, Canva, Adobe Suite
The Project
Reposition Herschel as a culturally relevant and stylish travel lifestyle brand by increasing Gen Z engagement, expanding brand favorability through authentic collaborations, and highlighting its versatility as the go-to travel companion, ultimately driving revenue in travel-ready product categories.
Research
What works with Gen-Z?
Flexibility
This generation is considered the most flexible work-driven, with 89% working in jobs that allow them to choose their own schedules
Sustainability
61% of Gen-Z is willing to pay more for products that are produced ethically and sustainably
Individuality
58% of Gen-Z is willing to pay more for products that are targeted to their individual personalities
Authenticity
84.8% of of Gen-Z find influencer marketing effective, utilizing authentic and trusting relationships
Why did we choose to focus on the outdoor line?
The economic output of outdoor recreation was $1.2 trillion in 2023, surpassing industries such as mining, farming, and more.
7 out of 10 adult residents in British Columbia have participated in outdoor activities in the past year.
Revenue in outdoor equipment is expected to show an annual growth rate of 8.44%.
Why influencer marketing?
97% of Gen Z shoppers claim that they get their shopping inspiration from social media.
The hashtag #tiktokmademebuyit has more than 6.7 billion views, indicating a new Gen Z shopping habit within social media, particularly TikTok.
User Profiles
Our Vision
To launch Herschel Wander, we’re bringing together Gen Z creators for a travel experience that captures movement, adaptability, and self-expression. From city streets to hidden escapes, this journey showcases how one versatile, sustainable bag can take you anywhere, proving that less really is more.
Gen Z moves fast—so does Herschel Wander. Designed for work, play, and everything in between, this modular travel system features a base bag with two design modifications, so you can effortlessly fit your bag to your lifestyle. Thoughtfully crafted to cut costs and environmental impact, it’s built for real travel, real experiences, and seamless transitions.
Website Integration
This website integration reimagines Herschel’s platform with hand-drawn sketches of Herschel Wander products and a bold, themed hero banner. This creative approach reflects Gen Z’s appreciation for authenticity and self-expression, making the campaign feel personal and distinctive while staying true to Herschel’s established branding.
Key Takeaways
Crystal Clear Vision
We started by sitting down together, outlining a clear list of everyone’s deliverables, and creating a plan—knowing we’d be working independently for the rest of the project. Establishing clear goals and expectations early on streamlined decision-making and ensured the project stayed on track. Since much of the work was done individually or virtually, having this shared vision also built trust between teammates, allowing us to collaborate effectively despite the distance.
Constraints Fuel Innovation
Balancing cost, sustainability, and functionality forced us to think creatively. By designing a modular bag system, we cut down on manufacturing waste while maintaining versatility—proving that limitations can drive smarter, more impactful solutions.
