Compass Marketing approached Capsule with the opportunity to bring a DVD burner to the soon-to-be commodity market of DVD burners. With competitors like Sony, TDK and HP in the category, it was a daunting task to take on such marketing giants. The first objective was to find an audience with an unmet desire, then to create a product name, identity and package to exceed it.

Creating a new brand in a crowded market is a challenging task. Our team started by defining who we'd be speaking with, what they’re doing, what they’re reading (if anything) and what they’re watching. Then, we created names that would appeal to some of the underlying emotions of rebellion and taking back control from the brands in their life.

Instead of a typical list of features and benefits, a humorous pictograph system was used.

Personality does not need to be restricted by packaging requirements.

Finally, we designed identity, packaging, manuals, website, promotions and support materials to bring this new brand to life. The result was: YANK. The brand is still young and, true to the personality, it is taking on the world of big brands.

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