Writing the next chapter of growth for Chrome Industries

A brand born to keep up with bike messengers and anyone who lives life on the move, for over 20 years Chrome Industries has developed a cult following through its rugged and signature seat-buckled messenger bags. Yet in order to unlock its future and expand its reach beyond their core, it needed to redefine itself for the next generation of movers.

The inspiration for its next chapter is their newly defined target audience, who lives at the intersection of movement and creative self-expression. This is an audience of creatives, makers, advocates and allies - those who live to move and make a mark in their community. No longer defined by their cycling status, this group doesn’t need a set of wheels to get to where they want to go.

This audience is perpetually in motion, so the revamped Chrome was built to be a mobile-first brand and one that can easily plug into the community through events and pop-ups.

Creative, driven and optimistic, this is an audience that moves towards adventure and opportunity

Services provided:
Brand strategy, audience sizing and segmentation, brand narrative