Jisu Kim, Design(er)

Herschel’s Home

Identity Development

Herschel’s Home is a hypothetical hostel for Herschel Supply Co., a lifestyle, travel, and apparel brand with global appeal. Inspired by the idea of aspirational travel, Herschel’s Home is a social hostel where travelers and locals can gather to celebrate individuals, cultures, and modern travel—getting away, going on trips, connecting with people, and discovering new places.

The primary motivation for the brand extension is that Herschel was extremely popular in its first year, but its popularity has slowly declined due to Herschel knockoffs. Herschel needs a new, innovative experience to bring customers back to the Herschel brand, and show them that Herschel is all about premium craftsmanship and an individualism that cannot be copied by others.

Instructor: Annie Huang Luck
Year: 2020

Home for Everyone︎︎︎

Hostel Essentials︎︎︎

Postcard Series︎︎︎


Herschel’s Home Journal: Snack︎︎︎

Poster Series︎︎︎

Identity Collateral︎︎︎

Digital Application︎︎︎

Hashtag Campaign︎︎︎

©2021 Jisu Kim