the product naming blog

« Did Cerberus Save Chrysler From The Underworld? | Main | To Masterbrand or Sub-brand? That is the Question »

May 17, 2007

Crumpler Wants To Be A Naming Company

If voters compare candidates like boxes of cornflakes, do photographers shop for camera bags the way they’d buy real estate?

camera-bag.pngCrumpler seems to think so, given the fact that they produce a “Million Dollar Home” line of camera bags. These range from the 1 Million Dollar Home to the 7 Million Dollar Home—and there’s a Brazillion Dollar Home, as well.

As with homes, the higher numbers reflect greater square footage. The Brazillion Dollar home holds two SLR cameras and a laptop, with straps for your tripod. The Sherpa required to carry all of that is not included in the $280 price, however.

camo bag.pngAs a recent review of the 4 Million Dollar Home points out, Crumpler is known for its unique product naming schemes. And rightly so. “Crumpler” is a counter-intuitive name for a company that manufactures bags for fragile equipment. The last thing you want your camera or laptop to undergo is crumpling.

But that’s as nothing to the names of the bags themselves. In addition to the Million Dollar Home series, there’s:

  • the Bucket series
  • the Bundle series
  • the Customary and Sinking Barge (a name even less reassuring than “Crumpler”)
  • the Whickey and Cox (sounds like a pub, doesn't it?)
  • the Karachi Outpost
  • the Keystone

And that’s just in camera bags. There’s also:

  • a book (or beer) bag called the Hoax
  • laptop bags called the Salary Sacrifice and the Dreadful Embarrassment
  • a traveling bag called the Status Belly
  • a cell phone/accessory bag called the HooJah

red_purse.pngThe product descriptions are, if anything, crazier than the names. Which seems to be a big part of why they’re popular as far away as Kota Kinabalu.

It seems Crumpler uses different product names for its bags in Europe, which could get confusing. In England the bags go by completely different but equally outrageous names:

  • Pretty Boy
  • The Daily
  • The Warm Shower
  • Stripper Ripper

Maybe Crumpler employees all have a secret aspiration to work for naming companies. They certainly out-name competitors like Tamrac and Lowepro. Not that “Cyber Pro” and “Velocity” (Tamrac) are bad names; neither are “Vertex” and “Road Runner” (Lowepro).

But none of them are as memorably funky as the names of the Crumpler bags.

Technorati Tags: , , , , , , , ,

Posted by Diane Prange at May 17, 2007 9:14 AM
Posted to | | | | | |

Trackback Pings

TrackBack URL for this entry:


Sometimes all it takes to create buzz and brand attachment is to be different, whether or not "different" makes a whole lot of sense!

"Let me show you my Karachi Outpost." Much more sexy than, "Let me show you my American Tourister bag thingie."

Crumpler bags are targeted on a hipper, younger group of people than the LowePro's and other more traditional companies. I have a LowePro cambag because I prefer a specific design of theirs, but my other bags are Crumplers. They're just cooler on all aspects, including the names.

My European Crumpler iBook bag is called "The Little Pimp" ;)

So you know....the reason for the different names and designs (better or more interesting/versatile) in the EU is because Crumpler Australia does not OWN Crumpler Germany, which owns the rights to the branding of Crumpler for the EU!!! As a side note, Crumpler Germany appears to be more in line with the original appeal to the brand, however, the Australian (original) appears to have sold out not only in its designs but also its quality - to fall in line with the pricing (for a very long time, the quality certainly outweighed the price). Further, as having had my original Crumpler bag (laptop bag) I feel that the managers/directors/owners (as they all of the one) are cheap and and lack the forsight to carry the brand on in Australia - concentrating more on the overseas sales than their at home supportors which made the brand so popular!!

Leave a comment