Capsule 15: Admired Brands

As a branding and design firm, we have a natural affinity for brands, especially those who are doing great things in their respective industries. The next 15 days will be an exploration of 15 wickedly cool brands who know their audiences like the back of their own hand, who are pushing their industries forward and are doing so with smart design as their tool. You can follow our series of the past, present and future on our social media with #Capsule15. 

Day Fifteen: Seventh Generation 

Seventh Generation champions the future.

"In caring for the future, we believe we are creating brighter solutions for right now. Solutions for your home, your family, and your environment that protect and nurture your well-being today, open the door to a more sustainable world for generations yet to come. By making conscious choices, we believe the earth will return the favor and continue to care for us, too."

We stand behind this mission and the aspiration for the betterment of seven generations of tomorrows, and generations there after. 

Day Fourteen: Patagonia 

"Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis." This is Patagonia's mission statement, and in our experience, Patagonia truly lives up to this reason for being. 

They've stayed true to their core values in their lifetime as a business, creating a brand we are proud to wear. 

Day Thirteen: Target

Target "sets high standards for their experience. Aiming to be a place where guests and team members will always find more than they expect." Target is commited to their customer, sets a high bar for good design and thrives on innovation, all the while, providing what they promise - more. 


Day Twelve: Apple 

Certainly we couldn't go through an "admired" brands series and not mention Apple. But, where do we begin? The iconic 1984 super bowl commercial, the iPod, iPhones, iPads or the Apple watch? Apple has been a constant source for innovation in our lifetime. We often think to ourselves...where would we be without Apple? What would our society be like? 


Day Eleven: Chipotle 

Chipotle serves food with integrity. For Chipotle, "it means serving the very best sustainably raised food possible with an eye to great taste, great nutrition and great value. It means supporting and sustaining family farmers who respect the land and the animals in their care. It means using meat from animals raised without the use of antibiotics or added hormones. And it means sourcing organic and local produce when practical. And using dairy from cows raised without the use of synthetic hormones." 

Chipotle's commitment to this is admirable. Many companies are now adopting values similar to these - making for a happier, healthier and more sustainable world. Thank you, Chipotle, for showing us how it is done. 


Day Ten: Uber 

"Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers." 

Innovation makes us giddy. Especially innovative technologies and services like Uber. 


Day Nine: SmartWool 

When you were a kid, did your mom or dad ever make you stuff your feet into a pair of scratchy, rough wool socks?

"The SmartWool story started on a rugged Colorado ski slope with the belief that toes didn’t have to be cold. One simple pair of Merino socks challenged the conventional wisdom and forever changed the way outdoor enthusiasts looked at their feet." With compassion, respect, embracing community values and quality sustainable standards, SmartWool delivers a phenomenal experience and inspires the Capsule crew every single day. 

Thank you, SmartWool, for keeping our feet and our hearts warm. 

Day Eight: LEGO

Lego is about experiencing and releasing endless human possibility.

"It is the LEGO® philosophy that ‘good quality play’ enriches a child’s life – and lays the foundation for later adult life. We (LEGO) believe that play is a key element in children’s growth and development and stimulates the imagination and the emergence of ideas and creative expression." LEGO's ultimate purpose is to inspire children to think creatively, to reason systematically and release their potential to shape their own future. 

Day Seven: The Honest Company 

“We tried to think of all the qualities we would want in a dream brand – savvy style, sustainability, and extraordinary service & convenience all wrapped in a passion for social goodness, tied with a bow of integrity and sprinkled with a little cheeky fun.” 

The Honest Company inspires us every day. Their fresh perspective, beautiful design and honest desire to do good and give back is a breath of fresh air for the Capsule crew.


Day Six: Coca-Cola 

The Capsule fridge is always stocked with Diet Coke. Though we have a fond appreciation for these fizzy cola drinks, that's not the sole reason for our admiration. For 128 years, Coke has delivered great tasting beverages. Since the first coca-cola glass bottle went to market, Coke has inspired creativity, passion, optimism and fun. 


Day Five: Tesla

"Tesla is not just an automaker, but also a technology and design company with a focus on energy innovation." We couldn't agree more.

Tesla's eye for premium, luxury, design makes Capsule technology buffs drool. And, "now with more than 50,000 vehicles on the road worldwide, Tesla is preparing to launch Model X, a crossover vehicle that enters volume production in 2015. Featuring exhilarating acceleration, falcon wing doors, and room for three rows of seating, Model X defies categorization." We can't wait. 

Day Four: Etsy

Etsy is a marketplace where people around the world connect to make, sell and buy unique goods.

"The heart and soul of Etsy is our global community: the creative entrepreneurs who use Etsy to sell what they make or curate, the shoppers looking for things they can’t find anywhere else, the manufacturers who partner with Etsy sellers to help them grow, and the Etsy employees who maintain and nurture our marketplace." 

Collaborative spaces like this are part of what pushes our world of commerce forward, empowering artists and entrepreneurs across the globe. 


Day Three: Tiffany + Co. 

Why do we love Tiffany's? Is it the glitz and glamour? Is it their exquisite sense of class and simplicity? Well…yes, but it’s also the classic story of the "Tiffany Blue" box and the meaning it captures. Perhaps for some, being on the receiving end of this blue box is just as valuable as the glamorous jewel inside. It is the ultimate representation of style, sophistication and exclusivity. For others, it's the experience of making a Tiffany's purchase and indulging in everything that comes with it. 

Day Two: BMW

"Every BMW driver and fan has a story. From their first time behind the wheel to seeing a classic BMW parked on the street — there's always something to share." We couldn't agree more. In the world of high-quality luxury vehicles, BMW tops our list. Plug #BMWStories into Twitter and you'll find a collection of testimonies from inspired BMW owners; stories include family trips to the wilderness, adventuring through snow-covered streets and chasing summer sunsets. It is experiences like these that inspire us. 

BMW is the experience of design, engineering and innovation in one wickedly cool vehicle.


Day One: Whole Foods Market 

Whole Foods is a lunchtime favorite around our office. A new location was put in around the corner in late 2013 and it's just close enough to venture to in search of a fresh salad or afternoon treat. But beyond our love for the in-house fresh guacamole or gelato is the passion this brand encompasses for great tasting, responsible, foods. Healthy goes beyond eating your daily serving of fruits and vegetables at Whole Foods and their commitment to this mission is outstanding. Bravo, Whole Foods. We love your grocery store, your passion for fresh and wholesome foods and your commitment to communities and the planet. So...what's on the menu today? 


About The Author

Courtney Johnson

Affectionately known around the office as C-John, CoJo or Uptown Girl, I make sure the whole world knows about the general greatness of Capsule. Armed with the Mary Tyler Moore theme song and Audrey Hepburn inspired wardrobe, I coordinate all details around building relationships and exploring new design opportunities. Sailing on Lake Calhoun and attending local concerts feed my daily musings. 


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