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Evolving a Strong Brand

Rebranding Capsugel

For over 30 years, Capsugel has been the leader, by a considerable margin, in capsules and encapsulation. It has gone from strength to strength since spinning out from Pfizer, five years ago. It manufactures 200 billion capsules a year and serves over 4,000 customers. It is a respected and powerful brand. The challenge lay in integrating their technical know-how and the Capsugel DNA with formulation services and the ability to design, develop and manufacture dosage forms. A series of acquisitions between 2013 and 2016 provided technology assets and complementary expertise that provided this capability, with strong positions to tackle bioavailability enhancement and targeted delivery.
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When a brand is so strong, and so heavily associated with one historical service line, it can require a shock strategy to initially simply elicit recognition that there’s change – before messaging drives absorption of the new positioning.

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Market Research

An extensive research project was undertaken – involving internal stakeholders worldwide, customers, and a target audience across the spectrum of services – to measure the equity based on perceptions of the Capsugel name, identity, brand associations, and acquired brands. The decision was made to develop a strategy to migrate perceptions of the business with new visuals and messaging.

Strategy

We saw the need for a quantum shift in perception, and we recognized that messaging had to clarify that Capsugel’s expanded offering still embodied the company DNA – science and engineering expertise, ingenuity, credibility and flexibility. The messaging had to be carefully crafted and we proposed to focus attention with an evolution in the visual side of the brand.

Bringing It To Life

Conceptually, we had explored the idea of interpretations of engineering in nature. Visuals explored the natural engineering that gives a hummingbird its unique characteristics. This became key art, with the engineered bird emerging from a matrix made up of fragmented chemistry symbols. The tagline, Engineering Medicines To Life, conveys the ability to design today’s personalized medicines to meet target profiles.
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Conclusion

Following the rollout, the evolution of the brand continued with a new logo and updated color palette, while maintaining respect for the Capsugel legacy. Website update, advertising, booth presence, video, literature, sales presentations and PR all contributed to its launch. This will extend to full implementation across global marketing.
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