Sitka Gear
The Challenge
Sitka Gear, the premiere maker of high-quality and technical-yet-comfortable hunting apparel, approached Capsule in need of a complete redesign of their global packaging. Their ultimate goal was to unify the brand and user experience in a purposeful, resonant packaging system.
The Solution
Working alongside the Sitka team and key partners, Capsule built a robust packaging system and assembly guide that would be a cornerstone for printing, production and merchandising of over 500 product SKUs and span across over 700 Sitka stores, outdoor and specialty retailers in the United States and Canada
Taking to the Field: Consumer Research
To ensure Sitka could build a highly usable, consumer-centric package, Capsule conducted its signature exploratory hang tag research - sending multi-level experience hunters into ‘the field’ to shop the category, map the experience and benchmark their Sitka brand perceptions. Front-end research focused on stepping into the decision-making process for highly technical gear, identifying shopping pain points and discerning a hierarchy of informational needs that would drive the solution.
The packaging was further tested using evaluative 1-on-1 interviews with those same shoppers to test prototypical concepts, refine messaging and hierarchy and assess overall experience.
Practical, Purposeful Packaging
Extensive brand and competitive auditing, materials research and packaging supply chain process immersion also drove better-informed solutions that would stand out at the shelf, find sustainable material efficiencies and work within existing brand guidelines as well as manufacturing, shipping and merchandising operational needs.
Translating both consumer and brand needs into a neatly packaged solution that accounted for multiple product types, unique levels of technical specs and explained in multiple languages was no easy task and required having a deeply systematic yet granular understanding. Capsule developed a tiered system of product hang tags with information architecture guidelines that would produce both the most customer value and production efficiency.
This repeatable system architecture allows not only brand and packaging producers to follow a streamlined process, but also lets
For some solutions, it became a package worth holding onto, swapping baselayer polybags for premium pouches. Water-resistant and re-sealable, the package could serve as a durable, multipurpose storage or travel bag post-purchase.
Elevating Brand Touchpoints
Elevating the brand experience to match the premium nature of the products was another central priority, which required careful attention to structural detail, from distinctive die cuts and sturdy paperweights, soft touch coating finishes, to intentional material choices.
Expanding the graphic system allowed Sitka to extend its brand standards more effectively across its packaging, incorporating secondary colors, linework, and numerical callouts for navigation, updating typefaces and developing a suite of custom product illustrations.
The Sitka Assembly Guide
The Sitka Assembly Guide is a comprehensive document detailing the precise assembly and attachment processes for Sitka Gear’s product packaging, hang tags, and labeling. It ensures consistency and accuracy in product presentation and outlines the correct placement of stickers, tags, and other branding elements on apparel and gear. By following these step-by-step instructions, manufacturers, retailers, and quality control teams can maintain the brand’s high standards, enhance customer experience, and reinforce product authenticity.
The Impact
The final packaging system hit the shelves in Fall 2024 and has been received with positivity by internal stakeholders, consumers, retailers and packaging production vendors. Consumers are now given a more intentionally designed shopping experience for their hunting gear with clearer information hierarchy and must-have technical information that is easy to read, compare and make an informed decision.
Behind the scenes, Sitka’s production processes have been streamlined and standardized thanks to Capsule’s Packaging Assembly Guide, outlining clear guidelines for layout, placement and attachment for various packages, stickers, swift-tachs and tags for overseas assembly teams. This tool was essential for streamlined implementation across the production team, elevating Sitka's brand presence and product storytelling.
Testimonial
We began with a big challenge ahead of our team, requiring extensive research and strategic thinking. Capsule brought their expertise to the table, delivering exceptional work to refresh our entire packaging and hangtag system. Their thoughtful approach and deep industry knowledge made the process not only successful but also an enjoyable experience for everyone involved.
Kristine Vegas Creative Operations
