While many brands are gearing up for the back-to-school season, one backpack retailer in particular – Herschel Supply Co. – has been promoting product and school-focused cause all summer long.

The Vancouver-based manufacturer of trendy bags and accessories launched a pop-up shop in North Vancouver in early July, themed to appear like a lemonade stand. The shop sells both backpacks and colour-matched lemonade drinks, with all proceeds from the lemonade sales going to a local charity, ArtStarts in Schools.

The combination of exclusivity, modern and appealing product, cause, and partnership (the brand also partnered with local company The Juice Truck to create the lemonade) has made the pop-up shop a hit among the Deep Cove community.

While the goal of the pop-up shop was to promote the planned opening of Herschel’s first brick-and-mortar store, it has also served as a good summer-long activation leading up to the ever-important back-to-school season. By creating an additional sales channel in the summer months that would appeal to younger audiences, and partnering with a cause like ArtStarts in Schools that focuses on students, Herschel positions itself well to be the brand that is top of mind for back-to-school shoppers.

Herschel’s first stand-alone store is still a year away, but with its products available online and in various stores across Canada (like West49, Zumiez, Urban Outfitters and the Bay to name a few), this summer stunt is sure to drive sales even after the lemonade stand closes shop. With an additional curated back-to-school collection available on the company’s website, Herschel has built a multi-channel opportunity for greater sales in what can be considered the most important time of year for the brand and its competitors.