Packaging presentation

An Experience Design Approach : Packaging

Wednesday, January 2, 2013

Capsule. An Experience Design Firm.
- Research and strategy
- Naming
- Identity design
- Packaging design
- Production, implementation and sourcing


E X P LO R E


Research Methods
- Ethnographic
- Descriptive
- Customized
- Rigorous
- Actionable


Foundations TM

Inspired by your brand, built on fundamental social constructs.


The Foundations Process
TM


Under rocks

in-between lines

and occasionally

the sheets


EVOLVE
It’s that moment when you see something you know you should recognize,
but for a split second, don’t. This is the moment when the research
and strategy have been blended to oblivion, bent, broken, picked apart
and repaired, and comes out as design.
It feels familiar, but foreign. No worries, we’ll help get you acclimated.


Our Criteria for Packaging Design
One: Identification
– What do you see and when?

Two: Functionality
– Is line between package / product blurry?

Three: Personality
– Who are you and why are you in my life?

Four: Navigation
– How do we get to know you and purchase?


Schroeder Milk
What do you use to identify your milk?


Byerly’s. An Upscale Grocery Experience.
What does it feel like to shop in a premium grocery store?


Panda Express. An Authentic Chinese Experience.
How do you redesign moments in the Panda Express experience to be more authentic?


Schwinn. An American Icon.
Rebuilding a brand through a better packaged experience.


Outcomes from the Investment
– Improved consumer experience in retailers’ aisles.
– Consolidating and improving ecological footprint.
– Testing in-store with consumers to ensure success.
– Removed lead-based metals, blister packs and bags.
– Reduced the total resources consumed by the
Schwinn brand.
– Designed a new aesthetic, leveraging Schwinn’s
unique vintage cool.

The result is a refurbished American icon. More
relevant, more responsible and more valuable.


SmartWool. A Moment in Wool.
Designing a moment of comfort and joy.


Outcomes from the Investment
– Improved package assembly disassembly.
– Designed a smaller footprint, less material.
– No blending of materials (plastics / paperboard).
– More precise communication, improved navigation.
– Reduced complexity and number of unique dielines.
– Reduced individual and global packaging costs.
– Added QR code for deeper content.

Met or exceeded all the objectives SmartWool
outlined in their comprehensive RFP to select a
partner for this effort.


Our Books
Design Matters, because it’s a way of thinking.


Clients
Brown-Forman HoMedics
Byerly's Kenmore
Capital One Medtronic
Cargill Minnesota Thunder
Caribou Coffee Nestea
Craftsman Red Wing Shoes
Edens & Avant Schwinn
Fiserv Insurance Solutions SmartWool
Fisher-Price Target
Herman Miller US Bank
Honeywell Wells Fargo


THANK YOU


Packaging presentation

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Packaging presentation