HoJo Time Capsule Colection
Howard Johnson Hotels
100 years after pioneering the roadside motor lodge, HoJo had lost its mojo. But a rebrand wasn’t right for a name built on a century of family memories: leaning into the nostalgia was our ticket to reintroducing Howard Johnson to travelers of today.
So we unearthed the Time Capsule Collection.
A limited-edition merch series inspired by iconic elements of HoJo history, reimagined for the next generation of road-trippers
Executive Creative Director: Tyronne Schaffer
Copywriter: Caroline Alter
Designer: Liberty Leben
DAY-TO-NIGHT ROBE
Pools on property turned a Howard Johnson reservation into a full-blown destination. Plush pre-washed terry is a modern comfort, but this design is OG HoJo: mid-century modern style never goes out of style.
ICE (CREAM CONE) BUCKET
Howard Johnson’s ice cream came in 28 flavors, had a cameo in Mad Men, and was briefly banned by the FDA. Our happy-hour-friendly update? An ice bucket for the room, a cooler for the road.
ROADSIDE TRUCKER HAT
Rep classic style without a classic car in a souvenir trucker hat, bathed in Howard Johnson’s signature orange.
TRAVEL POUCH
Like a beacon drawing station wagons in from Route 66, HoJo’s neon orange roof was the Golden Arch of the golden age of travel.
And people lost their MINDS over the fried clam strip soap.
It also got its own giveaway (which sold out in minutes). And its own feature on Late Night with Seth Myers, and Good Morning America, and People Magazine.
Michael Strahan was skeptical.
But people got it.
People got it all.
And People got it.
