In late 2013, Buff approached Capsule with the need to update their brand strategy to serve their marketing purposes for the next three years. They needed something fresh and smart that their varied audiences could identify with. Capsule developed a new system design, including headline ideation, to set the tone, style and visual language for the brand. The new system design accommodated major marketing seasons and added to their existing brand language. Touch points for the branded system included a point of purchase display, catalog cover and print ads.