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CAPSULE def inition
A VEHICLE FOR E XPLOR ATION AND DISCOVERY
A.
A container for things of particular meaning. An environment where people and ideas come together. The essence, highly condensed, compact. A process resulting in understanding and insight; the ability to express powerful concepts simply and effectively.
Capsule • Research and strategy • Naming • Brand identity development • Packaging systems • Experience design
Six fundamentals to building a strong brand • Critical corporate asset • Perception and reality • Central to loyalty • Identity with meaning • Experience builds value • Brand as citizen
Our books Design Matters Series Capsule was asked by Rockport Publishers to write, curate and design a series of books on our design process. The books were written to provide practical methods for designers, educators and practitioners in the design industry.
Clients Brown-Forman Capital One Cargill Caribou Coffee Edens & Avant Fisher-Price Gray Plant Mooty Gulf Pacific Rice Herman Miller HoMedics Honeywell
Medtronic Nestea Panda Express Polaris Red Wing Shoes Schwinn Sears SmartWool Stoneriver Target US Bank
Packaging Criteria
identification functionality personality navigation Each of these assist in the consumer’s decision-making process. Creating a great package will strengthen your customer relationships by engaging them and keeping them coming back for more.
Simple Seed Growing personality Capsule was chosen to define a new brand of organic rice. Capsule’s process led the Gulf Pacific Rice team to a memorable name and then to a package design which clearly set the rice apart from the competitive landscape. Giving and growing personality in organic rice fields.
Double Cross Luxury Vodka Brand and bottle design Starting with a custom bottle design exploration, Capsule designed a unique vodka experience. The Double Cross team and Capsule have come together to create a new, unique offering in the luxury vodka category.
Fox River Socks Packaging and identity system It all started with a new line of socks made from corn starch. We called them “Shucking Awesome� socks and the relationship went on from there. Capsule worked on identity, packaging, campaign materials, tradeshow booth and the product catalog for Fox River over a two year period.
Winehaven Winery Brand and packaging for the Queen Bee When they started in honey, moved into honey wine and then into a full selection of varietals, the heritage of Winehaven was still stuck with the bees. Capsule helped articulate the brand strategy and redesign their most prolific touch point, the wine bottle. From there, we celebrated with Ice Wine packaging design a few years later.
Roameo Pet tracking for the roaming best friend At the origination of the idea, Capsule was brought in to help define the brand, design the identity and eventually the package design. The product was given the best a package could offer at the shelf in order to sell this revolutionary new technology.
VimVia Neutraceuticals, pharmacy nutritional supplements VimVia was conceived by a husband and wife team partnering with a professor. The VimVia venture was designed to offer a unconventional line of nutritional supplements through non-traditional channels. Starting with a brand strategy and going through naming and packaging design, Capsule was a collaborative and vested partner in this venture.
Yank Storage media for this generation In the beginning, there were reptiles. The concept of Yank came to life as a bold personality in an area of technology where boring is the norm. Capsule defined the brand strategy, conducted research, named and packaged this bullfrog mascot for a new style of media storage.
Nestea Energy Drinks Giving tea a kick in the can This concept was developed by a product developer for Nestea. Capsule created a name, identity and package design for this concept to be tested with tea consumers.
Schwinn Bicycles Packaging designed to move The new owners of Schwinn were taking the brand in a positive direction. One of the largest initiatives was to create a consistent design across the entire line of parts and accessories. The new packaging included hundreds of SKUs across a variety of product types, shapes and sizes.
Previous Packaging
Schroeder Brand and packaging design simplified Liquid dairy wouldn’t appear to be a complicated decision, but change the colors designated for skim, 1%, 2% and whole milk and you’ll hear the frustration from consumers. Capsule worked with Schroeder Milk to redesign their identity and package, updating the largest touch point the brand has and eventually contributing to increased distribution and sales.
Previous Packaging
Gulf Pacific Rice Bountiful in the fields, bountiful in color Nothing wrong with doing what others have done if you want to be where others have been. The existing Gulf Pacific Rice packaging was how rice has been packaged. The new package design holds the rice in a stand up bag and with color and illustration, giving rice an elegant retail presence.
Previous Packaging