Schwinn Accessories Packaging

By Capsule

The Idea

Schwinn parts and accessories packaging drastically needed a redesign. It was industrial, stale and a little, well, bland. Planning any change to a beloved iconic brand must be carried out with extreme caution, since consumers often don’t respond well to dramatic evolutions. To add to the complexity, packaging carries countless obligations: it must function, inform, respect legal constraints, foster brand synergy, and connect emotionally.
This was an opportunity for Capsule to help the market rediscover Schwinn and the joys of riding. We intuitively knew that there was significant potential for us to enliven the packaging and re-excited both loyalists and those new to the brand.

Delivery of Work

Our design team began by creating a number of mood boards, drawing inspiration from a huge variety of sources. While it can be difficult to articulate the more intangible aspects of a creative vision, these enabled the brand team to understand and spend time with each possible direction.
To gauge the consumer response to the planned redesign, Capsule recruited a sample of 31 individuals spanning appropriate demographic variables. We designed a series of mock purchase activities as well as a comprehensive interview template, and spent significant time with each participant in the aisles of Target. This enabled us to truly understand the many factors affecting the decision-making process, and the overall experience in the aisle.

The Results

Capsule redesigned the full family of Schwinn packaging, making it impossible for the shopper to ignore. Friendly, charming and hip, it embraces the brand's vintage roots.
Our research allowed us to provide Schwinn with an astounding picture of the common perception of its brand. It was compared with homegrown behemoths like Coca-Cola and Levi's  and that's when Schwinn realized just how iconic it actually is.
The redesign received rave reviews from consumers. Target praised it for its ability to foster an even greater connection in the aisle, thereby building sales.

Credits

 

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34