Brand Tone

Confident & Direct, Quirky & Humorous, Practical & No-Nonsense, Enthusiastic & Passionate, Urban & Active, Slightly Irreverent & Rebellious

Brand Values

• •Durability & Quality
• •Functionality & Practicality
• •Originality & Design
• •Authenticity & Heritage
• •Fun & Individuality
• •Sustainability

Best Practices

• •Embrace the Quirk, Ground in Quality: Allow the fun, humorous, and slightly irreverent side to shine in copy, especially headlines and social media. However, always ensure the underlying message of durability, practicality, and high-quality construction is clear and credible.
• •Speak Human, Not Corporate: Use a conversational, direct, and engaging tone. Avoid overly formal language or marketing jargon. Think 'mate-to-mate' rather than 'brand-to-consumer.' The 'About Us' page is a good example.
• •Tell the Story (Again and Again): Continuously weave in the brand's heritage – Melbourne roots, bike courier origins, the 'return to fun' narrative. This reinforces authenticity and connects with long-term fans and new customers alike.
• •Be Confidently Unconventional: Don't be afraid to be different in marketing campaigns and product naming, reflecting the brand's history of unusual approaches. This helps Crumpler stand out.
• •Match Visuals with Voice: Ensure the photography and videography reflect the tone – vibrant, active, urban, and showing the bags in real-life, functional use, aligning with the practical yet fun copy. The energetic style of their TikTok channel is a good example of this.

Social Perception

Generally perceived as a provider of high-quality, extremely durable, and reliable bags. Customers often see them as a worthwhile investment due to their longevity. The designs are considered unique, functional, and stylish, particularly appealing to an urban, active demographic. There's a nostalgic fondness for the brand, especially among those familiar with its earlier years.

Copy Examples

• •Headline: Still Got That Bag Your Dad Handed Down? Yeah, We Made That. Body: Crumpler. Built for generations, not just seasons. Simple, indestructible, and ready for whatever your life throws at it (or in it).
• •Headline: Your Laptop's New Best Mate. And Your Back's. Body: Commute-proof, coffee-spill resistant (mostly), and actually comfortable. Our new [Bag Name] isn't just a laptop bag, it's your daily carry, perfected. More pockets than you have excuses.
• •Headline: Warning: May Cause Bag Envy. Body: Bright, bold, and ridiculously functional. The [Bag Name] is here. Get ready for the 'Where'd you get that bag?' questions. Don't say we didn't warn you.
• •Headline: From Melbourne Streets to Global Adventures. Still Tough as Nails. Body: Born from the grit of bike couriers, Crumpler bags are designed to endure. Whether it's city grime or airport chaos, we've got your gear covered. For life.
• •Headline: Less Straight Edge, More Leading Edge. Body: Remember when bags had personality? We do. Crumpler is back to doing what we do best: ridiculously sturdy bags bursting with colour, fun, and a touch of that original Melbourne spirit. Join the quest for bag glory.