Originated in Melbourne, Crumpler gained popularity in the mid-90s with its bags and logo being the most accurate representation of the 90s aesthetic, sporting bright colours and clever designs. In 2018, the company decided to revamp the visual identity of the brand and update it in a way that it would not offend those emotionally attached with the 90s nostalgia, but would also revitalise the brand’s image and allow it to keep up with the times.
Crumpler's offices on the top floor of a nondescript Russell St building is a quintessentially Melbourne space. With exposed ceilings over polished concrete floors, large co-working benches, and a plethora of perfectly groomed beards and sleeve-tattoos on display, it felt like a place I'd never be cool enough to work in. And of course, for a company that started out making bags for bike couriers, there's a wall for staff to park their two-wheelers.