Brand assets - Copywriting

Brand statements

Show WHO you are!
(with or without care)

This is what we mean with "brand statement".

Brand statements serve a central role in Crash Baggage marketing.

They are fundamental in conveying the brand values, and they are the only objects in the whole corporate identity which can receive the custom double font treatment (bold / serif).

Brand statements function

It is not necessary for Crash Baggage to reiterate in the brand statement and in general in communication that they invented the dented suitcase: it is a well-known fact, and if it is not for someone, we will let the products and the brand itself speak - they are the best and most self-explaining assets we have.

Brand statements are not the appropriate place to mention technical and functional aspects of the product unless they serve to build a narrative that reflects the brand's values. And in this case, it is always preferred to allude to them in an allegorical way. The place to explicitly state the technical and functional characteristics of the product is in the body copy.

Through the brand statements, Crash Baggage amplifies the commandments underlying its philosophy:

Handle without care
Embrace the unexpected
Live the moment
Be open minded
Worry less & be free
Travel with no rules
Attitude!
Have fun
Be fair
Handle your time with care

Refer to the Bible for the explosion of every single concept.

A brand statement must always incarnate one ore more commandments.

Rules and examples

Connect to one (or more) commandments.
Do not mention "dented by design" or similar phrases.
Do not mention the technical features of the product.
If you want to use the technical features of the product, abstract them. For example:
- - "Embrace your trip in full color" to promote a colorful collection.
  - "Show who you are (with or without care)" to promote a transparent product.
  - "Handle others with care" to promote silent wheels.

The technical features and the connection with the copy can then be explained in the body copy, for example:

BRAND STATEMENT

Handle others
with CARE!

BODY COPY

You shouldn’t worry too much about your luggage or your trip, but caring for others is always important, especially for travel-minded people. This is why we’re introducing Lunar wheels on our luggages: to be kind to other people’s ears thanks to the world’s most silent wheels.

Other examples

Show WHO you are! (with or without care)

APPROVED

Why it's approved: it plays on the product concept (a transparent baggage) but with an allegory (it refers transparency as being spontaneous and having nothing to hide). It also has attitude! Do what you want!

The first LUGGAGE dented by design.

❌ NOT APPROVED

Why it's not approved: it reiterates Crash Baggage invented the dented luggage. It is not necessary, we need to focus on the abstract values the brand stands for.

APPROVED

Why it's approved: it links the product to a positive feeling. It places the product features (in this case, a new color) in the subtext.

❌ NOT APPROVED

Why it's not approved: it uses "dented". It talks about technical features of the product. Also, the font for the subtext is wrong 😆

Brand statements library

In the asset library you will find an always updated files with pre-approved examples you can use and the suggested use of the alternating fonts and cases.

Go to the examples

Tone of voice

The tone of voice of Crash Baggage also derives from the commandments:

Confident but not arrogant, with attitude!
Enthusiastic about embracing new adventures but not snobbish towards what is common, open-minded and never closed off to anything.
Carefree, prioritizing fun, but honest and fair to everyone, not overbearing.

General copywriting guidelines

Prefer "Crash Baggage" in title case when mentioning the brand. Avoid variations and abbreviations like "Crash", "CB", "CRASH" or similar.

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