the Solution
Capsule conducted an in-depth qualitative study to discover the current brand and packaging perceptions and inform a strategy for future packaging development. After a thorough market study, conducting a competitive analysis and talking with customers in the aisle, Capsule was armed with the insights needed to determine an effective strategy to more powerfully communicate Hydro Flask’s product technology, personality and brand position.
A SYSTEMATIC APPROACH TO THE PACKAGE
With these research findings informing the rest of the project, Capsule developed a packaging update designed to more clearly communicate product benefits and the brand position to enable Hydro Flask to stand out among competition on the shelf. The design had to consider, and be consistent with, packaging across multiple products (i.e. soft goods, water bottles, and accessories) and package structures (i.e. belly bands and hangtags). The final package design had to play a key role in facilitating the consumer buying decision.
Naming Strategy
The brand and product research also guided names in three different categories: color, product and series. The subsequent names born out of our unique naming process were chosen to further establish brand resonance, match Hydro Flask’s personality and align with the particular use of each product.
The Impact
Our process began with in-store research and thoughtful brand strategy and ended with an improved package design, updated language and icons and a playful naming system to match brand vision for Hydro Flask’s product development cycle. Throughout the project, Hydro Flask’s outgoing, creative and spirited personality kept us inspired and left us thirsty for adventure.
Testimonial
"Capsule was a great partner for our packaging refresh. Their work was thorough, timely and exactly what we needed. Considerable thought was put into strategy and execution, resulting in an excellent finished product." — Eric Molletta, Senior Creative Services Manager