The Crush Guitar Pack (2000)

The Crush range introduced beginners to Orange with quality sound and value, aiming to build long-term brand loyalty from the start.

Cliff Cooper, Orange Founder and CEO, explains the Crush Guitar Package: “The Crush Guitar Package marked Orange’s entry into the beginner market. It featured a solid-body electric guitar and the Orange Crush CR10 combo amp, which were our first steps into creating an all-in-one solution for new players. This later expanded into the Crush Bass range, distinguished by a black speaker grille and tailored for budding bassists.

Building Early Brand Loyalty

“It was crucial that the Crush range wasn’t just affordable, but it also had to deliver something genuinely good,” insists Damon Waller, former Orange Managing Director. “We wanted players at entry level to feel like they were getting proper tone, not just something ‘good enough’. The thinking was simple: if someone buys a Crush combo as their first amp and enjoys using it — finds it reliable, sounds great, does what they need — it builds trust in the Orange name.

“That way, when the time comes to upgrade, we’re already part of their journey. More often than not, they’ll look to Orange again, whether that’s a valve amp, a cab, or a pedal. The Crush range was never about compromise; it was about making a strong first impression.”