Capsule

Founded in 1999 and based in Minneapolis, Capsule works across categories as varied as veterinary care, outdoor gear, spirits, and metals retail. Clients include American Veterinary Group, Lake One Digital, Dinner Bell Creamery, BGM, Bright Blue Health Center, Coremark Metals, Osprey, Double Cross Vodka, Hydro Flask, Patagonia Baselayer, and Red Wing Shoes — a mix of consumer-facing startups and long-established names in need of a new chapter.

Services span identity, strategy, research, naming, messaging, packaging, digital, and experiential work. The agency describes its multidisciplinary team as purpose-built to embed within a client's organization rather than hand off a static deliverable, with projects ranging from cultural insight work and brand strategy to full packaging systems and logo redesigns.

The project list points to the range of problems Capsule takes on: unifying distinct financial services brands under BGM, forging a new identity for legacy metals retailer Coremark Metals, and setting what the agency calls an industry packaging system standard for Osprey. Other work includes building the bottle for Double Cross Vodka, shaping Hydro Flask's container design, reimagining the structural “sushi roll” approach for Patagonia Baselayer, and re-feathering Red Wing Shoes' iconic logo. Smaller-scale projects — an outdoorsy digital update for Lake One Digital, a consumer-facing brand for Dinner Bell Creamery, a less-overwhelming clinic identity for Bright Blue Health Center — round out a portfolio built on naming, messaging, and visual identity work rather than a single specialty.