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*** Redesigned Schwinn Packaging ***

Capsule News -- 04/02/2010



Capsule recently redesigned packaging for Schwinn that's hitting
the shelves of Target. The inside scoop behind the redesign:

"There aren't many brands out there as classically American as Schwinn.



It evokes instant nostalgia, conjuring dreamy childhood memories of
adventures down suburban cul-de-sacs. As well as the bicycles it is so
well known for, Schwinn also sells a complete range of parts and
accessories.

Unfortunately, the packaging on these items was letting the brand down,
with its uninspiring look and feel. In shades of grey, black and red and
with little useful information for the consumer, the packaging lacked
personality. Capsule welcomed the challenge, and we were excited to
help the packaging reflect the brand's special kind of je ne sais quoi.

Planning any change to such a beloved national icon must be carried
out with extreme caution, since consumers often don't respond well to
dramatic evolutions.

Our design team began by creating four mood boards, drawing
inspiration from a huge variety of sources, with each reflecting
a very distinct look and feel. While it can be difficult to articulate
the more intangible aspects of a creative vision, the mood boards
enabled Schwinn to understand and spend time with each possible
direction.

Once packaging concepts were created, Capsule tested these
among consumers. We spent significant time with each participant
in the biking aisles to enable us to truly understand the many factors
affecting the purchasing process and the overall experience in the aisle.

We also came away with an astounding picture of the perceptions
of the Schwinn brand. It was compared with brand behemoths like
Coca-Cola and Levi, and that's when we realized just how much
America loves Schwinn.

As the project moved into implementation, the sixty plus products
were carefully evaluated from a packaging standpoint to ensure the
use of environmentally friendly materials, reduced footprints, and
overall package durability.

A consistent billboard effect was created with the use of the Schwinn
quality seal and script wordmark, color palette, star pattern, and bold
typography treatment.

It leverages the brand's vibe of classic Americana with a contemporary
spin on a decidedly retro look. These brand elements create a strong
presence in the aisle and allow for easy navigation to find the product
and features the consumer is looking for."

See two more photos and a "before" photo after the jump.





An example of the old packaging.



CC - www.capsule.us
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