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The Sugar Goblin

A Halloween story inspired by the return of tricks for treats, The Sugar Goblin storybook and toy needed brand and design thinking to bring the story and concept to life. The end goal being for The Sugar Goblin story to show up in the homes of families during the Halloween season.

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Capsule created a custom cover and presentation book with The Sugar Goblin visual language, tone and voice to create a thorough presentation appropriate for these retail partners. The Sugar Goblin can now be found on the shelves of Barnes and Noble and online at and

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"Capsule believed in our idea and was engaged with it at a personal level from the very beginning. They got it, cared about it and extended relationships in their network to help ensure its success. The Capsule team approached this entire project with a thoughtful design perspective and helped us lower material costs, all the while meeting a very aggressive deadline and working on many different pieces. In fact, we were so pleased with their work and our experience that we hired their talents for our other ventures." — Michael and Crystal Boyle, Founders

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