Packaging Research 5 -

Capsule (US - Specialists in brand strategy,
identity, packaging, and customer experience design services)

Fox River Socks - Shucking Awesome Corn Socks.
Planning:

- The worlds first corn sock that is completely sustainable and annually renewable.
- To average consumers, they would still be 'just socks' - need to make the consumer aware of 'how special' they are.

Creating:

- They created packaging for the socks that tied in the corn sock story into Fox River's history.
- Corn socks became 'a verification of Fox River's vast, quirky tradition'.

Promoting:

"The package and brand launched at a large outdoor retail event in Utah, USA. One pair of socks was shipped to each potential buyer and if they came to the event wearing the socks, they were rewarded".

Although they were promoting a pair of socks, I really like the other items that they included in the package.

"Fox River Tattoo:

Sometimes you've got to enable people to brand themselves...literally. Take a quirky illustrative style and one of our favourite vegetables and you've got one cute temporary tattoo."

All in all, I just really like this whole promotion.

While looking at this, I looked closer at how Capsule work, and on their website the first link is research, which then states:
"Traditional research has its place, yes. But there's no substitute for some enviromentally responsible off-roading to discover something completely new...Out muti-faceted approach encourages collaborative information gathering, ultimately informing any design or stratergy work we do to build your brand".

I felt this was appropriate as we are encouraged to do 'radical research'.