Compass 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 category of DVD burners and memory devices was fraught with competitors using nothing more than a photo of their product on the front of a package - not very innovative or compelling. We saw an opportunity to connect with a younger generation of shoppers who wouldn’t be interested in the big brands but would be looking for a product that fit their lifestyle and personality.
Brand strategy, naming, identity and packaging design.