CAPSULEA VEHICLE FOR EXPLORATION AND DISCOVERY

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.

d e f i n i t i o n

A.

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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 booksDesign 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.

ClientsBrown-FormanCapital OneCargillCaribou CoffeeEdens & AvantFisher-PriceGray Plant MootyGulf Pacific RiceHerman MillerHoMedicsHoneywell

MedtronicNesteaPanda ExpressPolarisRed Wing ShoesSchwinnSearsSmartWoolStoneriverTargetUS Bank

Packaging Criteria

identificationfunctionality

navigationpersonality

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 SeedGrowing 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 VodkaBrand 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 SocksPackaging 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 WineryBrand 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.

RoameoPet 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.

VimViaNeutraceuticals, 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.

YankStorage 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 DrinksGiving 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 BicyclesPackaging 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

SchroederBrand 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 RiceBountiful 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