Capsule

Founded in 1999, Capsule operates as an independent brand strategy and design consultancy that avoids rigid industry labels, tackling complex commercial design challenges across diverse sectors. Over more than two decades of practice, the consultancy has conducted market research for startup ventures and century-old enterprises, developed naming systems for consumer goods, rebranded educational institutions and orchestras, and crafted retail and major sporting event experiences. Its multidisciplinary portfolio spans partnerships with prominent international brands including Patagonia, Thrivent Financial, Mattel, SmartWool, Minnesota Orchestra, Medtronic, Cargill, Target, 3M, Red Wing Shoes, The Honest Company, Yakima, Herman Miller, Caribou Coffee, and Sanford Health. By exploring complex organizational hurdles with intellectual curiosity, the firm delivers enduring design frameworks that propel brands forward.