Before & After: Schwinn Packaging

by First name Last name on 03/31/2010 | 2 Minute Read

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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 classicallyAmerican as Schwinn. It evokes instant nostalgia, conjuring dreamychildhood memories of adventures down suburban cul-de-sacs. As well asthe bicycles it is so well known for, Schwinn also sells a completerange of parts and accessories.

Unfortunately, the packaging on these itemswas letting the brand down, with its uninspiring look and feel. Inshades of grey, black and red and with little useful information for theconsumer, the packaging lacked personality. Capsule welcomed thechallenge, and we were excited to help the packaging reflect the brand'sspecial kind of je ne sais quoi.

Planning any change to such a belovednational icon must be carried out with extreme caution, since consumersoften don't respond well to dramatic evolutions. Our design team beganby creating four mood boards, drawing inspiration from a huge variety ofsources, with each reflecting a very distinct look and feel. While itcan be difficult to articulate the more intangible aspects of a creativevision, the mood boards enabled Schwinn to understand and spend timewith each possible direction.

Once packaging concepts were created,Capsule tested these among consumers. We spent significant time witheach participant in the biking aisles to enable us to truly understandthe many factors affecting the purchasing process and the overallexperience in the aisle. We also came away with an astounding picture ofthe perceptions of the Schwinn brand. It was compared with brandbehemoths like Coca-Cola and Levi, and that's when we realized just howmuch America loves Schwinn.

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

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An example of the old packaging.


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