Behind the Name: Towerside is Reaching New Heights of Innovation in Minneapolis-St. Paul

What is Towerside? As Minneapolis-St. Paul’s first innovation district, Towerside represents a new way of thinking about a significant area of underdeveloped land in the heart of the Twin Cities. The district is served by three Green Line LRT Stations, at the geographic center of the Minneapolis-St. Paul interstate highway system and adjacent to the University of Minnesota’s athletic and bio-discovery facilities. It is a community that brings together brewing and biotech, robotics and rain gardens, and textiles and transit.

Towerside, previously known as the University Avenue Innovation District, partnered with Capsule to secure a name that would reflect the vibrancy of the area where Minneapolis and St. Paul connect. This 370 acre neighborhood...

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Global Research on Moment Design

We recently completed a global research effort around the moments of engagement for an international outdoor brand and their customers. The effort took us to Munich, Tokyo, Denver and New York, and many places in between. Our team explored the behaviors, beliefs and moments of engagement that are most important for the brand.

At Capsule, we frame our research to gather a holistic understanding of shopper behavior. We closely examine everything people see, feel, think and do to identify moments and identify how these behaviors can be leveraged into actionable insights. This in-context, in-the-moment research approach helps us understand why shoppers behave the way they do while telling a more complete story.

We know...

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Red Bull Energy Creates an Unmistakeable Designed Moment

After hearing Red Bull's presentation at OmniShopper last week, we were inspired to discuss further the process of turning memorable moments into brand loyalty. For simple context, we will be diving deeper into the following thought by our own Aaron Keller:

“The Red Bull presentation with InfoScout was a waterfall dive into what Red Bull knows and (strangely enough) doesn't know about the crazy people who buy their drinks. It surprised us how much was unknown for such a dynamic brand like Red Bull. Yet, we shouldn't be, the shopper insights world needs to be...

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  • Archived Under
  • 18.7.16

The Importance of Brand Authenticity

For the last 40 years, Patagonia has remained true to the mission Yvon Chouinard created when he began selling pitons out of his parent's backyard: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Despite the increasing number of brands creating athletic-chic wear as a fashion statement, Patagonia has not swayed from its environmentally and socially responsible roots. As Maura Brannigan wrote, "While a growing number of sportswear brands are working overtime to capitalize on athleisure, Patagonia isn't getting sidetracked. Instead, the company is focused on delivering what it does...

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Inside the Capsule: Intern Spotlight on Antoine

Meet Antoine, one of our summer design interns. Antoine comes to Capsule from France, where he will graduate with a master's degree in Graphic Design from the École de Communication Visuelle in May. When he's not working, Antoine exercises his creativity by sketching and illustrating on random objects while binge-watching Netflix. 

When did you know you wanted to be a designer? I knew I wanted to do something in the art/design field after getting into graffiti in my early 20’s.

What do you bring to the Capsule team? Coffee! Just kidding. I try to bring teamwork and new ideas to the Capsule team. Oh, and my awesome Nerf gun...

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Social Media Makes Fancy Food More Consumable

Stepping into the Javits Center last week for Fancy Food was exciting. After a significant hiatus, Fancy Food landed back on my networking calendar and I was amazed to see how the show had grown. Here are the most recent attendance stats from Specialty Food Association.

47,000+ industry professionals 2,670 exhibitors 400 first-time exhibitors

These numbers confirmed what my feet were telling me on the last day of the show. I need to bring a few additional team members next year to help cover ground. Really, how can one person adequately navigate these show floors that equal the size of six football fields? It certainly can’t be done on...

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Inside the Capsule: Intern Spotlight on Kyle

Meet Kyle Peterson, our new Business Development and Marketing Research Intern. In this versatile position, Kyle partners with our research manager while also suggesting new ways to reach a broader clientele base through applying his education to drive new business in innovative ways. Kyle comes to us as a Full-Time MBA student from the University of St. Thomas, where he is also studying to earn two business certificates in Digital Marketing and Business Analytics. Apparently Kyle is not a fan of free time. Kyle also brings a background in commercial Interior Design where he designed sweet buildings for 4 years after receiving his undergraduate degree from Iowa State University. Business and Design. We think he’ll do just fine...

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Think & Link for a Living: Kenny & Danny King

On July 28th, we welcome Kenny and Danny King to the Capsule. Learn more. 

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Patagonia, it all started in a shed.

When looking at this photo you might be asking yourself, “Why are these three good looking capsulites standing in front of that random shed?” Well funny you should ask, because this is not some happy accident, its tradition. For this random shed is not random at all. As Barry, our Research Manager describes it, “This [shed] is more than a blacksmith shed, moreover its part design studio, part retail store where Chouinard Equipment Co. would sometimes sell product direct to climbers. This is where the progenitor to Patagonia modeled, fabricated, tinkered, rejiggered and would then engineer the very best climbing gear.” This is where Patagonia began. So, when Capsule recently partnered with Patagonia for another...

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I need more than the tiny spoon, please.

Capsule team members cover a lot of ground. This year alone we’ve “set up shop” in dozens of U.S. and international cities. We go where the design conversations take us. So, where am I off to this week? Capsule is headed to New York for the Fancy Food show. (If you could see my face right now you would fully understand the joy this brings...

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