CAPSULIER

The challenge was to make a branding concept for the existing brand Capsulier that sells reusable coffee and tea capsules. My main target for the brand were 18-30 year olds looking to make easy sustainable swaps in their lifestyles. The concept was based on the main insight that many young people are interested in living their lives in ways that change the world for the better but can be intimidated by the amount of money and responsibilities they would have to take on to become a beacon of change. Therefore, the chosen slogan change starts small can refer to the size of the capsule but can also encourage the target consumer that living a more sustainable lifestyle can be easier than they think. I positioned the brand as young, fresh and fun as most coffee or tea products aim to please the more "sophisticated" individual.