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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Trend Walk: Foresight & Trends

It has been a couple weeks since Foresight & Trends, the memories of my best vegan lunch are fading slowly. The memory of a walk we took at the conclusion of the conference, however, remains vivid in my thoughts.

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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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AlpineAire

How does design thinking move a bottom-of-the-shelf, fourth place brand to achieve a ninety percent leap in sales, jump to the lead position on shelf and continue to gain more share years into the future?

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Silos in Your Head

There are cliche phrases and cliche ways of thinking - we’ve seen plenty of both in our nearly two decades of working with large and small organizations.

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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: 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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Stop Thinking “Outside the Box”

When out-of-the-box thinking beomes creatively constraining.

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