CAP Blog Context Key A 1

Testing your packaging design, in context.

Capsule’s favorite soap client, Pacha, is known for making craft soap at scale from a refurbished factory in Hastings Nebraska. And, as a mission, they teach kids and families in Africa to make soap from the ingredients they have in their community.

The Pacha team sought out Capsule to expand their opportunities in retail, on the shelves of Whole Foods specifically. We worked closely to help Pacha launch a new line of liquid soap, building on their already notable presence at the store entrance, and adding a hard working shelf placement near a slew of intense competitors.

Pocha Store A

Our research methods in the aisle tested our design concepts in the real world and identified the required cues to attract a Pacha loyalist to adopt this new offering. And, the proper visual and written elements to draw the eye of the individual who hadn’t yet had a chance to experience Pacha.

This work was done to help confirm assumptions or rearrange them, increasing the odds of success for this very promising young brand.

Young brands are a lot like babies, everyone wants to watch, hold and oogle them while they do all the cute stuff. But, when they start to whail and fill diapers, everyone runs for the door. Young brands need proper parenting to increase their odds of success in life and a clear understanding of what they need is revealed through research.

Open Acres is a brand invented by Capsule for the Spartan Nash chain of grocery stores, created to introduce their shoppers to the variety of fresh food options available. Our team helped craft the brand strategy and brand story, giving it a more clearly defined purpose in life. The team then gave it a name and a visual language broad enough to contain a large variety of fresh options and with enough depth of meaning to do so with authenticity.

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Both of these brands have great depth of meaning, yet needed to stretch further into new territory with their respective retailers. And, they needed to offer up the cues that would trigger browsers to convert from shoppers to buyers. These cues can be assumed, but we know what happens when we use that word too much “ass-u-me.” So instead of presuming we know everything, we design, prototype, test, redesign and sometimes even test again, repeating the process until all assumptions are confirmed.

A great brand design doesn’t just “nail it” on the first try, there’s no magical all knowing designer who blesses a brand with the exact traits a majority of shoppers are looking for. A great brand learns from its environment, and grows up to become a successful brand by observing then adapting.

If you'd like to see what research like this can reveal for your brand, inquire within.

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Categories Branding, Design Thinking, Packaging

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