Amidst a myriad of dehydrated food brands, The Katadyn Group called upon Capsule for a holistic brand and package redesign for AlpineAire. Brand consolidation and fresh, new visual language were priorities. The final result generated a 44% growth within the first month on shelf.
At the start of the project, findings from both the Foundations™ journals and extensive in-aisle research were analyzed and developed into a purposeful strategy. With these findings and strategy in hand, the team was fully prepared to design a new identity and packaging system. The new AlpineAire visual language is fresh and sophisticated. Color palette, photography style and typeface capture the adventurous brand personality. Navigational cues for meal type and flavor were incorporated into the design to improve experience in the aisle and on the trail.
In addition to the boost in sales, the final result for this comprehensive rebrand is an updated strategy, identity and packaging system to move the AlpineAire Foods’ brand to a leadership position at retail, within the dehydrated food category and in the outdoor industry.
New brand assets and personality were transferred to AlpineAire’s website; improving user experience and navigation. The AlpineAire brand now lives within the Katadyn family of brands in a unified approach.