Australian bag and luggage brand Crumpler has announced a complete rebranding following 23 years in the industry.
A rejuvenated logo, mood and aesthetic will all be part of the change, which will coincide with the arrival of its new A.I. inspired bag and accessories collection, ‘Pronounced Alive’.
The new logo's letters have been custom-designed to convey a sense of motion and moving forward.
Crumpler CEO Adam Wilkinson said while the brand will be modified to fit a new generation of customers, it will remain true to its original design inspiration.
“For 23-years we have created products with our busy and ‘on the move’ customers at the heart of our design inspiration. This will never change.
“When Crumpler launched in 1995 we stood out from the pack - quite literally - through the vibrant colours of our bags and the irreverent spirit of our marketing.
"As times have changed, and as the world has become more connected, our customers have evolved too, and it was time to honour the brand with a refresh and to bring the Crumpler man into the 21st century.”
The brand has also announced plans for upcoming collaborations with two major Australian fashion brands and a major film studio in 2018.