capsule\'s wine and spirits
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defi
niti
on
A container for things of particular meaning. An environment where people and ideas come
together. The essence, highly condensed, compact. A process resulting in understanding and
insight; the ability to express powerful concepts simply and effectively.
A VEHICLE FOR EXPLORATION AND DISCOVERY
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DOu b LE CROSS LuXu RY VODKA
Distinction is one of the many elements that Double Cross Luxury Vodka has captured in their exquisite spirit,
a vodka produced in the Slovak Republic. The striking and evocative design is a testament of luxury. Precisely
engineered to capture the heritage of the product itself, the packaging boasts a seamless design with artistic
elements including verses of old-world Slovakian poetry.
“We approached Capsule with a vision for a bottle design that would match the elegance of its contents, the luxury of the brand and the heritage of our Slovakian roots,” says Malcolm M. Lloyd, M.D., CEO of Double Cross Luxury Vodka. “The final design not only met our every expectation but is also a bottle that will become truly iconic in the spirits industry.”
COPYRIGHT 2009 CAPSULE
DOu b LE CROSS VODKA
CuSTOm CALLIg RAPHY
Old Slovakian poems were hand
lettered for screening onto the back
of the bottle.
LAS E R E Ng RAVE D LOgOS
Both the cap and collar feature small,
laser engraved Double Cross logos.
CuSTOm bOTTLE
A completely custom, full mold set was
created for production of the
Double Cross bottle.
ALu m I N u m LOgO I N LAY
The Double Cross logo is set into
recessed glass in solid aluminum.
ALu m I N u m COLLAR & CAP
Custom molds were made for creating
the collar and cap out of aluminum.
TAm PE R S EAL DETAI LS
Historic design elements and
individual bottle numbers were
included in the design of the tamper
seal to create an exclusive sense of
heritage and luxury.
S LOVAKIAN COAT OF AR m S
The inclusion of the Slovakian coat of
arms reflects the pride Double Cross
takes in its roots.
COR K wITH E m bOSS E D LOgO
The inside of the cap structure
contains a red rubber cork with the
Double Cross logo raised above the
surface.
b O T T L E C O N C E P T I N g
Starting with pencil sketches, images boards, and mountaintop photos of Slovokia, the creative process had all the right inspirations. The concepts were taken to three-dimensional renderings at the early stage so Old Nassau Imports could experience the essence of the bottle. The graphics were applied to the bottle, taking what was a twenty-fifth-century bottle design back a hundred years to incorporate the heritage of the Slovakian culture.
{ F R O M T H E E X P E R I E N C E O F U N C A P P I N G T H E B O T T L E , T O A C T U A L C O N S U M I N G T H E A L C O H O L WA S A D E S I G N E D E X P E R I E N C E }
Goldsmith Agio Helms, an investment banking firm, needed luxurious and compelling touchpoints to speak to their high
net-worth audiences. Capsule designed beautifully customized private label cigars, bottled water, wine, and champagne
to carry the messaging of their affluent brand. With a preference for rich materials and a tactile experience, we worked
with international vendors to produce sumptuous effects including foil stamping, leather embossing and engraving.
gOLDS m ITH Ag IO H E Lm S
{ T H E B R A N D P E R S O N A L I T Y C O M E S T O L I F E A N D D E L I V E R S I T S L A R G E S T I M P R E S S I O N T H E M O M E N T S O M E O N E P I C K S I T U P }
Each and every brand should choose an intended personality based upon the brand’s aspirations and its customers’ current perceptions of the brand.
Extending into Ice Wines, Winehaven Winery needed an identity and packaging design that would jump off the shelf
as a premium gift or impulse purchase. Creating a custom illustration that wraps around the bottle shares the story of
Mother Nature nurturing the grapes and Old Man Winter freezing the grapes. The concept is revealed as you hold the
bottle in your hand and see how the delicious, hand-crafted luxury is borne of patience and snow-covered hillsides.
S LI PPE RY S LOPE
{ S L I P P E R Y S L O P E I C E W I N E , G R O W N B Y M O T H E R N A T U R E . F R O Z E N B Y O L D M A N W I N T E R }
FI N LAN DIA / FETz E R
Sustainable design and a responsible organization have a great moment to dovetail. Brown-Forman hired Capsule
to conduct an exercise around sustainable design and promotions for a handful of the Brown-Forman brands.
Finlandia and Fetzer were determined to be the best options in the retail channel. Our efforts focused on uncovering
ways to communicate the brands’ environmental initiatives while educating the consumer on the role that organic
ingredients play in helping to reduce the carbon footprint. The result was a plan to provide smart sustainable
behaviors and changes to the design for retailers to help their customers live a more earth friendly lifestyle.
I N T H E D E TA I L S
C A P S U L E combines leading-edge business and brand thinking with highly strategic creative methods, resulting in memorable and effective design solutions. The Capsule process uses both fundamental and innovative research techniques to gather knowledge on customer behaviors and cultures. Findings and insights inform the development of brand strategies that are both deeply grounded and in sync with your business objectives. We then embody that strategy in design solutions that work hard to build your brand, earn customer loyalty, and maximize your return on investment.
COPYRIGHT 2009 CAPSULE
R E S EARCH
Capsule believes in a multi-faceted approach to research,
enabling us to uncover maximum insight into your brand and its
audiences.
Every global branding project is different. We design our research
methods accordingly.
As well as the traditional methodologies (surveys, interviews,
focus groups, panels, ethnography and so on), Capsule also uses
our own proprietary research process: Foundations™.
The Foundations™ journaling process combines both visual and
written aspects of a brand definition process, in order to delve
into the deepest regions of your audiences’ desires and feelings,
your brand’s personality and story, and the best way to leverage
these going forward.
Our approach encourages information gathering that is more
developed and better articulated, resulting in collaborative input
that fosters commitment and in-depth knowledge.
COPYRIGHT 2009 CAPSULE
DE S Ig N
The Capsule creative team makes use of our knowledge of your brand,
its place within the world, and your audiences. We translate your brand’s
attributes, heritage and personality into form, color, texture and material.
Every brand has a past history and future goals. Growth requires an
honest and complete understanding of the current situation and an open,
constructive dialogue.
Capsule’s filtration process focuses on education, research and creative,
integrating clients into every project phase. Addressing these specific
areas ensures balance, whittling analysis down to the single idea that
unites every aspect of the brand.
COPYRIGHT 2009 CAPSULE
I m PLE m E NTATION
There are two defining elements of our implementation process at
Capsule – attention to detail, and an awareness of the importance of
connecting back with the original direction at each and every stage.
Taking a design from an idea, to a point of collective agreement, to a
final piece requires a detail fanatic. Our relatively small size ensures
that we are flexible and extremely adaptable throughout the design
and implementation process.
Capsule’s team is research savvy and process driven. We believe
great design doesn’t magically appear thanks to brilliant elves, but
rather by a team of diverse disciplines all with a design process mind
set. Implementation is an essential seat at the table of success.
Rockport Publishers, a leader in design and advertising publications, approached Capsule to author and design a
book series. Design Matters//Logos and Design Matters//Packaging have both become national best sellers in
design.
bOOKS
COPYRIGHT 2009 CAPSULE
Brown Forman (2007-2008)
Double Cross Vodka (2007-2008)
Red Wing Shoes (2007)
Winehaven Winery (2008)
Goldsmith Agio Helms (2007)
RoamEO (2007)
ALCOHOL, LuXu RY & PR E m I u m CLI E NTS
CLI E NTS
COPYRIGHT 2009 CAPSULE
AwAR DS Pu b LI S H E D I N m E NTION E D I N
AwAR DS
American Center for Design
American Corporate Identity
American Institute of Graphic Arts
Art Directors Club of New York
Communication Arts
International Annual Reports
Printing Industries of America
Financial World
Graphis
HOW Magazine
I.D. Magazine
IDSA (Industrial Designers Society
of America)
San Francisco World Spirits
AIGA Journal of Graphic Design
American Center for Design Journal
Business Week
Communication Arts
Critique
Design Management Institute
Emigre
Eye
Graphis
Harper Collins Publishers
HOW Magazine
I.D.
Minnesota Business
Rockport Books
Step-by-Step Graphics
Twin Cities Business Monthly
Brand Packaging
BrandChannel.com
The Boston Globe
The Business Journal
Carlson School Magazine
Clear Magazine
Dallas Morning News
Entrepreneur
Florida Today
Gourmet Retailer
HOW Magazine
Investors Business Daily
Jones Day
Marketing News
The New York Times
Pittsburgh Tribune
Progressive Grocer
Toy Directory magazine
Seattle Post
USA Today
Visual Merchandising & Store
Design
cont
act CONTACT INFORmATION
Aaron Keller mANAgINg PRINCIPAL
612.341.4525
akeller@capsule.us
Kitty Hart ACCOuNT EXECuTIVE
612.341.4525
khart@capsule.us
wEbSITE
WWW.CAPSULE.US
ONLINE PORTFOLIO VIDEO
http://www.youtube.com/watch?v=lYcvFpr4c0w
ONLINE DOubLE CROSS VIDEO
http://www.capsule.us/doublecross/
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