Brand Tone

Functional & Practical, Quality-Conscious, Confident & Straightforward, Historically Quirky & Humorous (especially Australian roots), Urban & Modern

Brand Values

• •Quality & Durability
• •Functionality & Practicality
• •Design & Style
• •Authenticity & Heritage
• •Customer Focus
• •Innovation

Best Practices

• •Prioritize Function and Quality in Language: Always lead with how the product benefits the user in a practical sense. Use words that convey durability, reliability, and thoughtful design (e.g., "robust," "secure," "weather-resistant," "ergonomic," "purpose-built").
• •Be Direct and Confident, Not Arrogant: State the facts about the product's superiority and features clearly and without hyperbole. Let the quality and design speak for themselves. Avoid overly flowery or ambiguous language.
• •Weave in the Heritage (Subtly if a more modern tone is primary): Briefly referencing the brand's origins (Melbourne, bike messengers) can add depth and authenticity. Even a phrase like "Born from urban grit" or "Inspired by the demands of the city" can connect to the brand's roots.
• •Maintain a Touch of Urban Sophistication: While functional, the language should also appeal to a design-aware, modern audience. Keep the tone contemporary and avoid overly casual slang if the primary target is the EU market which leans towards a cleaner aesthetic. A subtle wit can be effective if it aligns with the "quirky" DNA.
• •Focus on the User's Journey/Lifestyle: Frame the copy around how the bag integrates into and improves the user's daily life, travels, or work. Speak to their needs and aspirations for reliable, stylish gear that supports their activities. Use "you" and "your" to make it relatable.

Social Perception

Positive for Quality and Durability, Functional and Well-Designed, Stylish and Unique, Reliable Brand, Historically "Cool" and "Indie", Evolving

Copy Examples

• •Headline: Built for Your Hustle. Designed for Your Life. Body: From city sprints to global treks, your Crumpler bag is the reliable partner that keeps up. Packed with smart features and built tough, because we know your journey demands it.
• •Headline: More Than Just a Bag. It’s a Crumpler. Body: We started in 1995 with a simple idea: make bags that actually work, and last. Decades later, that’s still what we do. Real bags, for real people, with no compromises on quality or character.
• •Headline: Stow Your Gear. Unleash Your Day. Body: Your laptop, your camera, your essentials – all safe, secure, and surprisingly organised. Our bags are thoughtfully designed to carry your world, so you can focus on living it.
• •Headline: Forget Fast Fashion. Embrace Lasting Function. Body: Trends fade, but true quality endures. Crumpler bags are crafted with timeless design and rugged materials, backed by a lifetime repair promise. Invest in a companion that’s with you for the long haul.
• •Headline: Seriously Durable. Surprisingly Stylish. (And a little bit cheeky, since '95). Body: We take bag-making seriously, but ourselves? Not so much. Expect uncompromising functionality, a dash of Melbourne-born attitude, and a bag that’s as ready for adventure as you are.