Capsule

Capsule develops local, national, and international brands from its nerve center in the heart of Minneapolis, Minnesota, USA. Its mission is to reduce the risk of taking brands, products, and services to market through qualitative research methods, holistic brand strategy, comprehensive identity systems, memorable naming, package and experience design, and creative writing solutions.

Capsule was founded by Brian Adducci, a designer whose brand and identity expertise is sought by international clients, and Aaron Keller, an adjunct professor of marketing at the University of St. Thomas. Their firm houses an eclectic collection of designers, managers, lawyers, writers, and researchers.

Clients include Fisher-Price, Honeywell, Red Wing Shoes, Target, Sally Hansen, Net Gear, Capital One, Medtronic, Panda Express, and Cargill.

Constraints: Whisper sweet designs to me, baby

If necessity is the mother of invention, then constraint is your scholarly aunt.

Topic: Packaging

Hierarchy: Look before you cross the umbrella

Umbrella brands protect sub-brands from harsh market elements, casting long shadows of influence across them.

Topic: Branding Identity

Logo Evolution: From Monkeys to Logo Sapiens

Evolution and revolution.

Topic: Branding Identity

Ineke Perfume: DESIGN FIRM: Helena Seo design (USA)

Planning Setting a flag in the sands of time to represent a new view of perfume.

Topic: Packaging

Typography: All eyes are on your face

Down on the floor.

Topic: Type

Red Wing Shoes: DESIGN FIRM: Capsule (USA)

Introduction Red Wing Shoes' identity is a logo heard around the world.

Topic: Profiles

Packaging History: We Consume, Therefore We Are

Packaging was a delivery device that was intended to get the product safely to its destination.

Topic: Packaging

Convenience and Access: The master church key

Completely contained, safety sealed, protected, air tight, and ready to handle almost any shipping hazard.

Topics: Branding Identity, Packaging, Product Design, Professional Development

Technical Considerations: Just put your zips together and blog

For some, technology is a treat.

Topics: Branding Identity, Color, Interactive Design

Sustainable Design Behaviors: "If only" is bologna

We've all heard phrases that start with "If only" followed by some idealistic statement about saving the world with the flip of a light switch or the flush of a toilet.

Topics: Environmental Design, Packaging, Product Design

Globalization: Brands without Borders

The globalization of packaging design brings to mind the movie The Gods Must Be Crazy, released in 1980 with the drop of a Coke bottle on a small Botswana village in Africa.

Topics: Branding Identity, Packaging, Product Design, Type

Royal Tropical Institute: Design Firm: Eden Design & Communication (Netherlands)

Introduction The Royal Tropical Institute (KIT) is an international center of knowledge and expertise focusing on international and intercultural cooperation.

Topics: Branding Identity, Color, Pattern & Palette, Profiles

Color and Clients: Put your Pantones on one leg at a time

One of the most important things to know about color is how to make a client think about it rationally.

Topics: Branding Identity, Color, Managing Design, Pattern & Palette, Professional Development

Double Cross Vodka: DESIGN FIRM: Capsule (USA)

From distant lands we bring liquids to markets where everyone can enjoy the fruits and grains of labor.

Topics: Branding Identity, Color, Packaging, Pattern & Palette, Product Design

Memory and Meaning: Tie a string around their brains

Long-term memory likes to keep a tidy cerebral cortex.

Topics: Branding Identity, Color, Type

Shape and Structure: The sexy nuclear physicist

If you were blindfolded and someone put five similar products in front of you, could you pick out your brand of choice? The next time you're consuming a product right from the package, close your eyes and ask, "What do I feel?" Do you feel the shape, texture, and general structure of the package? Is it unique to this brand? Shape and structure can be made simple; put the product in a box that's strong enough to handle moderate damage during transport and you're done.

Topics: Branding Identity, Packaging, Product Design, Professional Development

Color and Emotion: What's Hiding Behind Your Shades

Many things can occur in the blink of your eye.

Topics: Branding Identity, Color

Creating the Ideal Logo Design Brief: Keep Your Eyes on the Road

Design briefs: keep them brief.

Topics: Branding Identity, Color, Type

Plum Organics: Brand Engine

Planning "Analysis paralysis.

Topics: Branding Identity, Packaging, Profiles

How to Test a Logo: Houston, We Have a Hindenburg

"Fantastic squirrel!" Encouraging words, if said logo is indeed a squirrel.

Topic: Branding Identity

LuxeLab Blonde-Aid: Dustin Arnold (USA)

Do blondes really have more fun? If so, do they need more help being blonde? This brand identified an unmet need that any brunette would turn up a nose to: helping blondes care for their specific hair color.

Topics: Branding Identity, Packaging, Product Design, Type

Packaging Guidelines: The fence alongside the road to success

Spend days, nights, and weekends to create a unique-to-the-world package.

Topics: Packaging, Product Design

Inspiration Sources: Don't be like a fish out of ideas

Before you pick up a sketch pad, review the previous work done during the planning stage.

Topics: Branding Identity, Type

Fox River Socks: Capsule (USA)

The feeling of putting a good pair of socks on cold feet can be a special moment in someone's day.

Topics: Branding Identity, Packaging, Product Design, Profiles

Criteria 4: Navigation: Who moved my peanut butter, damn it?

Walk into a retail environment and look around.

Topics: Branding Identity, Packaging, Product Design

Customer Research: THE CUSTOMER IS A QUIZZICAL CREATURE

Before conducting any customer research, be sure the methods are valid and agreed upon by the client and a research professional.

Topics: Branding Identity, Profiles

Purpose of Planning: Don't tick off the clock

One hour of planning usually eliminates two hours of reworking.

Topics: Branding Identity, Packaging, Product Design

Why We Package: See a Need, Package a Need

We package because we need to; how we package is up to each of us.

Topics: Branding Identity, Packaging, Product Design

Color, Type, and Art: Three roads converge in the woods

Designing a package today is made to look easy.

Topics: Branding Identity, Color, Packaging, Product Design, Type

Surrounding Layout: Are you building an anchor or a sail?

Not long ago, plump ships glided into the ports of majestic empires, straining under vast cargoes of spices, textiles, and adventures plucked from faraway colonies.

Topics: Branding Identity, Layouts

Why Are Logos Created?: A Logo is Worth a Thousand Words

If you grew up with a houseful of siblings or ever had a college roommate with a penchant for "borrowing" clothes, you know the value of a good Sharpie marker.

Topic: Branding Identity

Visual Translation: Logo Is a Four-Letter Idea

Design blossomed from architecture, a craft that evolved into a profession.

Topics: Branding Identity, Professional Development