Capsule, Minneapolis | Sortlist
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Minneapolis, United States
We help brands look the way they feel.
For over 20+ years Capsule has served as a faithful editor in the stories of legendary brands. Whether it's fleshing out brand narratives that rival the classics, putting a fresh cover on an age old tale or illuminating a brand's voice through reflecting their values.  Your story comes first here. Putting a name to what Capsule does can be tricky. We aren’t your run-of-the-mill agency, marketing firm or design shop. We're an altogether different breed. Settling on a single adjective is tough when you're always adding new notches to your creative toolbelt. As soon as we master a skill, we launch back into the unknown to get started on developing the next one. So if you asked us to describe what we do in a word, we guess our word would be - everything. Dream Dreaming takes boulder like concepts, and skips the step of rolling them uphill with preference to launching them into space with catapults. We've curated a crew of high-functioning daydreamers that routinely test the limits of the space time continuum and endlessly asks how to make things shrink, stick, fit, flip, hint, hover, pop, whistle, disappear, inspire, mesmerize, speed up, bring forth, ring true, challenge convention, give goosebumps or work without batteries. Do Do is the knock on the door, the twitch of the muscle, the flip of the switch. Do is where dreams hit the ground running. Do takes dream-charged currents of energy and puts them to work, encapsulating them in solid form for others to "ooh" and "ahh" at. Tweak Reality is a force to be reckoned with. It blows fuses and bursts bubbles with little bias toward whom an idea belongs to. Building a strong enough vessel to hold all that meaning and purpose you've poured into your brand; while withstanding the full gravitational pull of reality is a near herculean feat. One and done solutions are mythical beasts. Continual revisions and tweaks must be made to ensure your lightbulb idea isn't shattered in the real world. Repeat After dragons have been marked on the map and corrections to course have been carefully made, we do it all over again. And again. Until kinks have been annihilated and "problem" is just a modifier used to describe your middle child.
15 people in their team
Speaks English
4 projects in their portfolio
Works remotely across the globe
Sortlist member since 2020
Founded in 1998
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2 services offered by Capsule

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  • Description
    A mark identifies your brand and lives in multiple media and environments. Next to your name, a mark is your most valuable brand asset. So it must be designed to be distinctive, memorable and unique to you.

    Successful marks share three qualities.
    They express an insightful concept about the brand that resonates with its audiences.
    They’re simple and direct in manner and form so they can be easily recognized.
    They’re memorable or distinctive as the result of one or more distinguishing characteristics.

    The Capsule process includes a design concept ideation round in which we will present mark concepts for your review. The concepts will be varied in look and feel so that you have a variety of characteristics to choose from. The concepts reflect the personality traits and attributes that are identified during the Discovery stage. Careful consideration will also be given to the typical environments in which they will live. Upon approval, we will provide the final mark in multiple formats to cover a variety of mark needs.

    Example of Brand Strategy and Identity Design, Red Wing Shoes:
    Skills in Branding & Positioning (15)
    Brand Identity DesignBrand Creationglobal brandinglogo brandingimpact brandingbranding positioningBrandingBrand StrategyIdentity DesignBrand Identity+5
    Works in Branding & Positioning (4)
    PepsiCo Rush to Recycle Campaign - Branding & Positioning
    Lumber Liquidators Rebrand to LL Flooring - Branding & Positioning
    Hydro Flask Packaging Design, Naming and Research - Branding & Positioning
    Patagonia Hang Tag Research and Design - Branding & Positioning
    Clients in Branding & Positioning (4)
    PepsiCoBeverage | international
    PatagoniaClothing & Accessories | international
    Hydro FlaskHousehold Products | international
    LL FlooringRetail | national

    Learn more about Branding & Positioning

  • Description

    No description provided for this service.

    Works in Innovation (4)
    PepsiCo Rush to Recycle Campaign - Innovation
    Lumber Liquidators Rebrand to LL Flooring - Innovation
    Hydro Flask Packaging Design, Naming and Research - Innovation
    Patagonia Hang Tag Research and Design - Innovation
    Clients in Innovation (4)
    PatagoniaClothing & Accessories | international
    Hydro FlaskHousehold Products | international
    PepsiCoBeverage | international
    LL FlooringRetail | national

    Learn more about Innovation

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15 members in Capsule's team

Capsule cover
StoryOur special projects creative agency can drop in from any height with a small, expertly trained, agile team to deliver the desired change. We are an accumulation of experiences working with a large variety of companies, organizations and individuals in a variety of brand, research, marketing and design situations.
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Contact details of Capsule


  • Headquarter2nd Ave N, Minneapolis, MN 55405, USA


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