| Laptop, photo and carrier bags brand Crumpler needed a future strategic marketing approach on its new booming customer base in western Europe. While creating a new headquarter in Saigon Vietnam Crumpler wanted a new fresh start as well as a updated identity. All production of Crumpler bags happens in Saigon / Vietnam, and as a culture the Vietnamese have developed a plethora of carrying techniques that enable them to pack staggering amounts of material on very small areas, Aprill took a lot of inspiration from this fact and grounded the findings with a slightly bent overall | graphic identity. Aprill set out to strengthen their position and unique identity in the market, with a target customer re-positioning in mind Aprill created a cleaner yet more sophisticated version of the old brand. By deconstructing the original identity, streamlining forms and images, using less colors, and introducing changeable grids Aprill created a strict guideline, that embraced chaos but still maintained order. The slogan: "Organized Chaos" sums up the identity and brings together the image Crumpler wants to convey. |