The ethos surrounding the Capsule brand is based on the concept of simplicity. The product itself demands that you simplify your habits and what you carry with you regardless of your lifestyle. Each product is made specifically to be as minimal as possible to accommodate only what you need, no frills. The branding, logo design and overall aesthetic reflects this focus on simplicity by celebrating the clean lines of the product itself and translating that into basic forms and shapes that are un- intrusive to the product. We started with the logo mark, then wrote the Capsule brand guidelines in a robust style guide, which led us to the package design for the first Capsule product; The Minimalist.