For years, Scivation has been known in the bodybuilding and muscle performance categories for their passionate commitment to science and research, as well as finding the best nutrients for weight-training enthusiasts. However, this market is narrow and the company’s aspirations were continuing to grow. An exclusive opportunity at Target motivated Scivation to bring a new product to market that would connect with a broader audience. To put a remarkably different health product on shelves, Scivation brought Capsule on board. Over the course of five months, we worked together to develop the name, brand, packaging and marketing strategy.
We started with our Foundations journaling process to define the new brand strategy. Stories were created, and metaphors and archetypes identified to inspire the naming process and touch points throughout the design.
The naming process was next, a process that is both enlightening and rigorous. The name Symyx rose to the top with balance, harmony and symmetry at the core of the name.
The design challenge was creating a brand that would stand out within a competitive category and competitive shelf space. Capsule was tasked with creating the mark and packaging for Symyx product line. With a ready-to-drink format, the system required both bottle and box design. The design needed to connect with not only the female Target audience, but also broader active audiences such as cyclists, yogis, runners and people who simply have a busy lifestyle.
Moving into design, we understood the importance of creating a brand that would stand out within a competitive category and shelf space. A mark and package design was created for the ready-to-drink product line, requiring both bottle and box formats. The design needed to resonate not only with the female Target audience, but also broader active audiences which include cyclists, yogis, runners and people with on-the-go lifestyles.
Capsule took personal pride in building our new brand from the ground up. They guided us through naming, identity, packaging and a website with a lot of passion and they were always willing to speak up and offer their expertise. They worked toward quick deadlines without sacrificing quality. The end result is like artwork; it's just beautiful.
Mike Hockenberry, CEO Scivation