In the ever-evolving world of branding, it's easy for legacy brands to lose their way. This is especially true for Crumpler, the iconic bag designer and manufacturer.
In 2018, Crumpler underwent a rebrand led by private equity brand owners, guided by focus group results. This new brand direction was short-lived, with Crumpler entering administration in September 2021. By November 2021, David Roper and his daughter Virginia Martin had reacquired Crumpler, announcing the return of the original logo and a recentering of Crumpler's artistic roots.
I’m writing this because, as a Crumpler enthusiast, I’ve seen firsthand the quality and character behind their bags and their immersive retail experience, whether in-store or online. However, I noticed a gap in the narrative. Since 2018, no one has documented Crumpler's post-2021 shift in creative direction. This post fills that gap and goes further. It’s a case study on why brands, especially in Singapore, need to align with their ethos, not just trends, and embrace the vision of their founders.
A Miscalculated Transformation
In 2018, Crumpler took a leap of faith to redefine itself.
As a well-loved Melbourne brand, Crumpler was recognised for its distinctive bags. Beloved by couriers, urban dwellers, and those who valued quality. As markets and styles evolved, so did Crumpler's goals. At the time of Crumpler's new unveiling, many proponents described this transformation as the laptop bag icon having "all grown up" with a sense of awe and pride.
Crumpler's reasoning was sound. Businesses must adapt to survive, especially when aiming to reach new audiences. They were led to believe that their iconic round logo was seen as at odds with the cleaner look that modern consumers demanded.
The rebrand sought to broaden the brand's appeal beyond its courier roots. Crumpler aimed to catch the eye of university students and young professionals with the "Pronounced Alive" campaign, a collection positioned as forward-thinking and adaptable. The redesign introduced a "futuristic" wordmark and reimagined "Crumpler Man", made up of wordmark letters, as a more subdued logo element.
Though revitalising a brand is often a prime opportunity for organisations to invest in brand-building efforts that position them for long-term growth, Crumpler’s execution missed the mark. This rebrand was far from a delicate operation, it threw the baby out with the bathwater, discarding an iconic logo that had defined the brand for years. In the quest to capture new markets, Crumpler alienated the customers who had championed it from the start.
Retiring The "Toilet Man"
The reimagined “Crumpler Man” faced backlash, with fans quick to dub it “Toilet Man” for its uncanny resemblance to a generic stick figure on restroom doors. This redesign symbolised a broader shift in Crumpler’s look and feel, making the brand seem devoid of its original spirit. In the pursuit of a wider audience, Crumpler had diluted its once-vibrant character, moving away from the quirky, rugged identity that had long defined it.
However, Crumpler’s story took a fresh turn. After outbidding over 60 expressions of interest during the brand’s administration proceedings, the father-daughter duo reclaimed Crumpler’s legacy. They reintroduced the original “Crumpler Man” and committed to reviving the brand’s eclectic design ethos. This renewed focus gives Crumpler an edge in today’s digital landscape, where generic, minimalist brands dominate.
Typography
Typography refers to the style and appearance of text, ensuring that text is both visually appealing and aligns with a brand’s personality. For Crumpler, the choice of typography in its latest rebrand holds onto the brand’s bold and offbeat spirit while modernising its original handwritten fonts. This new typeface preserves Crumpler’s character without veering into an overcorrection. The second iteration of the logo used a sans-serif font with missing strokes. This choice, commonly seen in tech company logos, carried a sci-fi, futuristic vibe that felt at odds with Crumpler's ethos. In contrast, the current typography strikes a thoughtful balance, staying true to the brand’s roots while appealing to today’s consumers.
Visual Direction
A visual direction showcases curated imagery that represents your brand in the absence of words. Crumpler’s direction treads a fine line between the peculiar and the outright irreverent, a refreshing stance in a market overwhelmed by visual sameness.
Crumpler’s visuals playfully capture the essence of the brand. For instance, a water bottle morphing into a bag isn’t just a clever trick, it simply communicates that their bags are crafted from recycled materials. Similarly, a bouncing rock on Crumpler’s signature fabric illustrates the sturdiness of their bags, capable of enduring serious wear and tear.
Crumpler’s unserious approach to engaging customers feels authentic, a reflection of genuine love and passion rather than insecurity or fear of getting it wrong.
This visual playfulness speaks volumes. Crumpler’s unserious approach to engaging customers feels authentic, a reflection of genuine love and passion rather than insecurity or fear of getting it wrong. It’s this spirited attitude that breathes life into the brand, allowing it to connect with its audience on a truly unique level.
Website
What should an e-commerce website look like? Whatever your answer, throw it out the door.
Crumpler’s website turns the conventional online shopping experience upside down, creating a multisensory journey. They’ve curated a musical playlist featuring DJs they’ve collaborated with, making browsing feel like an experience. I’m genuinely surprised they haven’t introduced a “Crumpler Scent” yet!
Every element feels intentional, from playful bag names like “Teeniest Weenie” for a tiny AirPods holder to a colour reference image featuring a ginger root to depict the colour of one of their bags. This is what brand activation is all about. Brand activation is the process of bringing a brand to life in a tangible, immersive way that resonates with customers. For Crumpler, this approach is especially critical in markets like Singapore, where they have only one physical store. With most sales happening online, the website must evoke the excitement of entering a new store and exploring every corner.
Crumpler’s journey shows how a brand can stay true to its roots while evolving to capture new audiences. By recentering its quirky, bold personality and embracing a thoughtful digital experience, Crumpler demonstrates the power of brand alignment in today’s saturated market. It’s a reminder that a brand’s identity should feel authentic, not just trendy, as Crumpler once again finds success by embracing what made it special in the first place.
At KOVA, we guide our clients through the dynamic world of branding, ensuring they stand out with a cohesive identity. Using tools like content marketing, email marketing, and social media, we help bring each brand to life in a way that resonates with the market. Let us help you create an authentic brand experience.
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