Designed by You, Built for Life.

How do you captivate today’s consumer, who wants customization and personalization for any product? How does a specialty retailer compete with the big brands and mega-retailers that provide this, and turn a profit at the same time?

That was the question New Normal Consulting was asked after being approached by Hexa Recreation Products, a high-end international manufacturer of premium customized goods. After extensive research to determine the best approach, New Normal approached Capsule to bring their concept to life. The custom jacket kiosks would be displayed at two boutique outdoor stores: Ute Mountaineer in Aspen, Colo. and Midwest Mountaineering in Minneapolis.

After several design concepts and 3D models were rendered, a...

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Brands and Intellect

How brands and algorithms may be making us more dumb.

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Can a Corporation Care?

We have to hold corporations up to a higher standard and believe in their role as members of our society.

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Capsule 18: Logos We’d Get Tattooed

With 18 years of age comes many new freedoms - you can vote, gamble, buy a lottery ticket, enlist in the army, and get a tattoo. This week we've decided to get *tatted up and imagine what brand logos we would each get tattooed.

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Capsule 18: Must-Reads From Our Library

In celebration of turning 18 this year, the Capsule team takes a look at some of the things we have learned on our journey to adulthood. This week, we delve into our favorite reads from the shelves of the Capsule library.

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Naming and A Bridge

This adventure began more than a decade ago, but continues to play itself out at random moments.

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Buying Brand Love

Brands are extensions of us as human beings, so we fall in love with them in much the same way we do with people.

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Capsule 18: Favorite Food Packaging Solutions

In celebration of turning 18 this year, the Capsule team takes a look at some of the things we have learned on our journey to adulthood. This week, our Capsule 18 features some of our favorite food packaging solutions. 

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Capsule 18: Most Successful Rebrands

In celebration of turning 18 this year, the Capsule team takes a look at some of the things we have learned on our journey to adulthood. This week, our Capsule 18 highlights some of our favorite rebrands.

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Give First, Then Listen

Give first, ask questions later.

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