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A VE H ICLE FOR E X P LORATION AN D DI SC OVE RY
definition




             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.




                                                                99   00     01    02     03   04   05     06   07   08
D O u b LE CROS S Lu X u RY VO D KA

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.
Capsule Presentation
“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.”
D O u b LE C ROS S VOD KA




                                           ALu m I N u m C OLLAR & CAP
          LAS E R E Ng RAVE D LO gOS

                                           Custom molds were made for creating
 Both the cap and collar feature small,
                                           the collar and cap out of aluminum.
   laser engraved Double Cross logos.




                                           C OR K w ITH E m bOS S E D LO gO

                                           The inside of the cap structure
            ALu m I N u m LO gO I N LAY

                                           contains a red rubber cork with the
     The Double Cross logo is set into
                                           Double Cross logo raised above the
     recessed glass in solid aluminum.
                                           surface.




                                           TAm P E R S EAL DETAI LS

                                           Historic design elements and
             CuSTOm CALLIg RAP HY

      Old Slovakian poems were hand        individual bottle numbers were
  lettered for screening onto the back     included in the design of the tamper
                          of the bottle.   seal to create an exclusive sense of

                                           heritage and luxury.




                                           S LOVAK IAN C OAT OF AR m S
                    CuSTOm bOT TLE

                                           The inclusion of the Slovakian coat of
A completely custom, full mold set was
                                           arms reflects the pride Double Cross
         created for production of the
                                           takes in its roots.
                  Double Cross bottle.




COPYRIGHT 2009 CAPSULE
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
           bOT TLE C ONCE PTI Ng
                                                                 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 }
g O LD S m I TH Ag I O H E Lm S

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.
Capsule Presentation
{ T H E BR A N D PERSONA LI T Y COM E S TO LI F E A N D DE LI V ERS I TS L A RGE ST I M PR E S SION T H E MOM E N T SOM EON E PICKS 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.
S LI P P E RY S LOP E

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 L I P PE RY S L OPE IC E W I N E , GROW N BY MO T H E R NAT U R E . F ROZ E N BY OL D M A N W I N T E R }
F I N L A N D I A / F ETz 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.
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
I N T H E D E TA I L S
                         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.
R E S EARC H




                     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 P LE m E N TAT I O N




                           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.



COPYRIGHT 2009 CAPSULE
bOOKS

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.
CLI E N T S




                         A LC O H O L , Lu X u RY & P R E m I u m C LI E N T S


                         Brown Forman (2007-2008)

                         Double Cross Vodka (2007-2008)

                         Red Wing Shoes (2007)

                         Winehaven Winery (2008)

                         Goldsmith Agio Helms (2007)

                         RoamEO (2007)



COPYRIGHT 2009 CAPSULE
AwA R D S




AwA R D S                            P u b LI S H E D I N                                                m E N T IO N E D I N

American Center for Design           AIGA Journal of Graphic Design       Harper Collins Publishers      Brand Packaging           Investors Business Daily

American Corporate Identity          American Center for Design Journal   HOW Magazine                   BrandChannel.com          Jones Day

American Institute of Graphic Arts   Business Week                        I.D.                           The Boston Globe          Marketing News

Art Directors Club of New York       Communication Arts                   Minnesota Business             The Business Journal      The New York Times

Communication Arts                   Critique                             Print                          Carlson School Magazine   Pittsburgh Tribune

International Annual Reports         Design Management Institute          Rockport Books                 Clear Magazine            Progressive Grocer

Printing Industries of America       Emigre                               Step-by-Step Graphics          Dallas Morning News       Toy Directory magazine

Financial World                      Eye                                  Twin Cities Business Monthly   Entrepreneur              Seattle Post

Graphis                              Graphis                                                             Florida Today             USA Today

HOW Magazine                                                                                             Gourmet Retailer          Visual Merchandising & Store
                                                                                                                                   Design
I.D. Magazine                                                                                            HOW Magazine

IDSA (Industrial Designers Society
of America)

Print

San Francisco World Spirits




COPYRIGHT 2009 CAPSULE
C ONTACT I N FOR mATION
contact




                                                                                                              wEbSITE
                                                                                                     >        WWW.CAPSU LE.US
          Aaron Keller                          Kitty Hart
                           mANAgINg PRINCIPAL                ACCOuNT EXECuTIVE
                                                                                                              ONLINE PORTFOLIO VIDEO
          612.341.4525                          612.341.4525
                                                                                                     >        http://www.youtube.com/watch?v=lYcvFpr4c0w
          akeller@capsule.us                    khart@capsule.us
                                                                                                              ONLINE DOubLE CROSS VIDEO
                                                                                                     >        http://www.capsule.us/doublecross/




                                                                   99    00      01   02   03   04       05         06          07          08

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Capsule Presentation

  • 1. A VE H ICLE FOR E X P LORATION AN D DI SC OVE RY definition 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. 99 00 01 02 03 04 05 06 07 08
  • 2. D O u b LE CROS S Lu X u RY VO D KA 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.
  • 4. “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.”
  • 5. D O u b LE C ROS S VOD KA ALu m I N u m C OLLAR & CAP LAS E R E Ng RAVE D LO gOS Custom molds were made for creating Both the cap and collar feature small, the collar and cap out of aluminum. laser engraved Double Cross logos. C OR K w ITH E m bOS S E D LO gO The inside of the cap structure ALu m I N u m LO gO I N LAY contains a red rubber cork with the The Double Cross logo is set into Double Cross logo raised above the recessed glass in solid aluminum. surface. TAm P E R S EAL DETAI LS Historic design elements and CuSTOm CALLIg RAP HY Old Slovakian poems were hand individual bottle numbers were lettered for screening onto the back included in the design of the tamper of the bottle. seal to create an exclusive sense of heritage and luxury. S LOVAK IAN C OAT OF AR m S CuSTOm bOT TLE The inclusion of the Slovakian coat of A completely custom, full mold set was arms reflects the pride Double Cross created for production of the takes in its roots. Double Cross bottle. COPYRIGHT 2009 CAPSULE
  • 6. 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 bOT TLE C ONCE PTI Ng 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 }
  • 7. g O LD S m I TH Ag I O H E Lm S 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.
  • 9. { T H E BR A N D PERSONA LI T Y COM E S TO LI F E A N D DE LI V ERS I TS L A RGE ST I M PR E S SION T H E MOM E N T SOM EON E PICKS 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.
  • 10. S LI P P E RY S LOP E 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.
  • 11. { S L I P PE RY S L OPE IC E W I N E , GROW N BY MO T H E R NAT U R E . F ROZ E N BY OL D M A N W I N T E R }
  • 12. F I N L A N D I A / F ETz 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.
  • 13. 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 I N T H E D E TA I L S 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.
  • 14. R E S EARC H 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
  • 15. 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
  • 16. I m P LE m E N TAT I O N 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. COPYRIGHT 2009 CAPSULE
  • 17. bOOKS 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.
  • 18. CLI E N T S A LC O H O L , Lu X u RY & P R E m I u m C LI E N T S Brown Forman (2007-2008) Double Cross Vodka (2007-2008) Red Wing Shoes (2007) Winehaven Winery (2008) Goldsmith Agio Helms (2007) RoamEO (2007) COPYRIGHT 2009 CAPSULE
  • 19. AwA R D S AwA R D S P u b LI S H E D I N m E N T IO N E D I N American Center for Design AIGA Journal of Graphic Design Harper Collins Publishers Brand Packaging Investors Business Daily American Corporate Identity American Center for Design Journal HOW Magazine BrandChannel.com Jones Day American Institute of Graphic Arts Business Week I.D. The Boston Globe Marketing News Art Directors Club of New York Communication Arts Minnesota Business The Business Journal The New York Times Communication Arts Critique Print Carlson School Magazine Pittsburgh Tribune International Annual Reports Design Management Institute Rockport Books Clear Magazine Progressive Grocer Printing Industries of America Emigre Step-by-Step Graphics Dallas Morning News Toy Directory magazine Financial World Eye Twin Cities Business Monthly Entrepreneur Seattle Post Graphis Graphis Florida Today USA Today HOW Magazine Gourmet Retailer Visual Merchandising & Store Design I.D. Magazine HOW Magazine IDSA (Industrial Designers Society of America) Print San Francisco World Spirits COPYRIGHT 2009 CAPSULE
  • 20. C ONTACT I N FOR mATION contact wEbSITE > WWW.CAPSU LE.US Aaron Keller Kitty Hart mANAgINg PRINCIPAL ACCOuNT EXECuTIVE ONLINE PORTFOLIO VIDEO 612.341.4525 612.341.4525 > http://www.youtube.com/watch?v=lYcvFpr4c0w akeller@capsule.us khart@capsule.us ONLINE DOubLE CROSS VIDEO > http://www.capsule.us/doublecross/ 99 00 01 02 03 04 05 06 07 08