Brand Strategy, Design and Realization
Kaleidoscope is an independent brand consultancy that integrates strategy, design and prototyping to solve complex business challenges with speed and agility. From challenger startups to global icons, we deliver results you can measure, quality craftsmanship you can hold in your hands, and most importantly, a clear vision to propel your brand forward toward its maximum potential.
We believe that building a brand is not just about big ideas; it’s about delivering tangible results across multiple touch points. Through our Pointing North™ Methodology, our teams work holistically to ensure your brand assets are firing on all cylinders and delivering a return on your investment.
Our Six Integrated Core Competencies:
- Brand Strategy & Innovation
- Brand Identity
- Packaging Design
- Structural Packaging Development
- Design Implementation
- Prototyping & Mock-Up
Mars Wrigley, Duracell, Grupo Bimbo, ALDI, MolsonCoors, Abbott, E&J Gallo Winery, The J.M. Smucker Company, Mezzan Holding Company, Fairlife, Thermos, Unilever, Bell's Brewery, RXBAR, Chinet, Chef Sean Brock, Lillie's Q
As the #1 trusted battery brand, Duracell introduced an alkaline battery with a new cathode system, the Duracell Optimum. With this all-new propriety technology, the Duracell Optimum brings as disruptive, powerful new charge to the battery category. To emphasize this difference, Duracell called on Kaleidoscope to design a revolutionary new take on battery packaging.
By repeatedly prototyping concepts to test for hanging, standing and durability, our prevailing design was optimized and ready to make waves. Throughout the process, we leveraged constant consumer feedback to ensure usability and ergonomics, all the way down to how the battery pack feels in consumers’ hands. With this megawatt combination of an innovative battery and disruptive packaging, Duracell Optimum has experienced significant success in market, ensuring that their pursuit of future innovation never loses power.
Like the best coffee roasts, the success of brands doing something new while preserving their recognition is all about balance. Dunkin’ aimed to do exactly that and reached out to Kaleidoscope for a packaging and messaging strategy to support a new line of premium coffee roasts.
Celebrating their Massachusetts roots that began in the 1950s, Dunkin’s line of hand-selected, premium coffee roasts were launched with a little help from our Design and Brand Strategy teams. With intuitive charts, approachable copy, and premium finishes, Dunkin’ Signature Series is a win for curious consumers and brand loyalists alike.
Looking to uncover the future of Folgers in the ground coffee segment and define the mix of mainstream and premium coffee offerings for their brand, Folgers entrusted Kaleidoscope to push the visual aesthetic of a modern new line of products for darker roast lovers.
Combining strategy, packaging design and realization, Kaleidoscope worked to leverage the Folgers equity of their iconic mountains in a way that brought the product into a whole new light. Creating a darker cannister to go alongside a darker roast, Folgers Noir is now standing out on its own shelf without alienating consumers from the heritage of the original brand. Having recently launched in stores, Folgers Noir fits right in as being the best part of waking up.
The brand team came to Kaleidoscope with a key brand insight: the Swiss Miss consumer experience and the Swiss Miss on-pack experience were telling two different stories. Simply put, there’s nothing cold and distant about a delicious cup of hot cocoa. Our job was to create an intimate, rich and inviting design strategy that did the real experience justice.
Through the integration of research, strategy, design, and prototyping, our final solution included a portfolio-wide graphic architecture, merchandising displays, and a multi-sensorial packaging experience that equipped the Swiss Miss team to go full steam ahead towards the future of the Swiss Miss brand, all the while leveraging their rich heritage. Within one full fiscal year of project completion, the Swiss Miss brand saw a 21% growth in sales, without any change to distribution or advertising support.
A longtime collaborator with RXBAR, we were tasked with developing the packaging and design architecture of their latest offering: RX Cereal.
Working within a rapid timeline, we leveraged our deep expertise of the RXBAR brand assets to reinforce their key equities while also delivering a breakthrough design for the crowded cereal space. As a premium player in this category, RX Cereal stands for quality ingredients, healthy protein and their emblematic No B.S. attitude. Available online or at Walmart, this cereal gives consumers real food to power their day with the “what you see is what you get” stance that they love and expect from RXBAR.
As a thriving, family-owned whisky maker, Copper Fox Distillery came to Kaleidoscope with a clear vision: Unify and elevate their portfolio of premium spirits within a brand experience as unique, authentic and timeless as their hand-malting distilling process.
Kaleidoscope equipped Copper Fox with the suite of materials they needed to take their brand to a new national stage. Through the combination of an updated brand identity, new packaging design, brand story, portfolio strategy and production artwork, the team gave the Copper Fox brand a new brand foundation that will only get better with time.
With the popularity of canned spirits on the rise, retailers approached Round Barn to begin producing and selling their popular sangria in a can for the first time. The team engaged Kaleidoscope to develop a new brand architecture and design strategy to bring the product to market while ensuring a consistent brand impression throughout the portfolio.
With the goal of creating a design strategy for both the new canned sangria and future cocktails, our design approach used vibrant colors, fresh fruit illustrations, and a unique typeface that reflects the one-of-a-kind experience in each sip. The launch was so successful that the brand team added new canned varieties, has effectively leveraged a new suite of assets across their entire marketing strategy, and are positioned to become the next big thing in canned spirits.
British fruit juice company Rubicon called on Kaleidoscope for a refreshing brand update that involved a new identity while simultaneously launching a new range of products to expand the juice portfolio. Eager to appeal to an existing and local consumer base, Rubicon also strove to connect with new consumers through a unique and ownable design, while extending the brand portfolio beyond Britain.
To do so, Rubicon and Kaleidoscope needed to confront various levels of complexity. For example, Rubicon’s signature hummingbird often proved difficult to print on previous packaging substrates, which required interdisciplinary problem-solving as part of the design solution. Kaleidoscope’s Strategy, Design and Realization Departments came together and streamlined the hummingbird design that maintained Rubicon’s brand recognition while also embracing ease and speed to market with more efficient packaging solutions. The new branding and product ranges were launched at the 2019 Gulfood Expo, in Dubai to great fanfare and success.
For the coffee drinkers who love Café Bustelo, an authentic experience is everything. So, when this iconic coffee brand reached out to us about a new line of products, we knew that details would be key to making the individual nuances of Latino culture come to life.
We started with a deep immersion into the cultural landscape of Brazil and Colombia, from architecture to textiles, flora to folktales, to weave a rich tapestry on these coffee beans’ origins. Utilizing strategy, design, mock-up, and implementation, Kaleidoscope created two ownable designs specific to Brazil and Colombia that remained cohesive to the overall Café Bustelo brand. With bold and bespoke designs that celebrate Latino culture, Café Bustelo has become the go-to coffee brand grounded in flavor, quality, and cultural exploration.
Egglife reached out to Kaleidoscope to create a full brand identity that goes far beyond a single brand packaging. The end goal- to hatch a compelling contemporary consumer brand for the wraps while creating a foundation and clear vision for future innovations of mac and cheese, pastas and snacks that disrupt the category as delicious egg-based products.
With plans to debut their wraps in retailers with a fast-approaching deadline, Egglife entrusted Kaleidoscope with equipping them with everything they needed to get ready to go to market. Of course, bringing a new business to life isn’t without its challenges. Deadlines and tight turnarounds needed to be met without sacrificing quality. After delivering packaging, guidelines of the identity and a vision for brand activation and future product developments, Egglife was armed to grow their business, and go to market with confidence.
As gender roles in the US continue to change, there has been an increase in men taking on household chores, but an absence at shelf for a brand that speaks to them. Thus, Hero Clean was born to accommodate the diverse need states of single men, married men, fathers, sons, and male roommates seeking cleaning products for their homes and gear.
Through a dynamic identity refresh and full packaging design, Kaleidoscope supported Hero Clean with disrupting the floral patterns, bright colors, and “housewife” marketing tactics of the cleaning category to present a fresh perspective that was “built for guys.” After a limited distribution at Target, Hero Clean’s refined redesign allowed the brand to expand distribution to Walmart, Walgreens, Ace Hardware and Menards, among other retailers. With a clear positioning and a strict balance between old and contemporary category cues, Hero Clean is equipped to compete with classic cleaning brands and provide a new experience for men shopping at shelf and managing their households.
As a leading consumer choice for oil filters, FRAM knows a thing or two about oil changes. Unfortunately, the people up to the challenge of changing their own oil is on the decline, due in part to the lack of consumer navigation at shelf. FRAM looked to Kaleidoscope to redesign the brand and overhaul their packaging design to improve communication hierarchy and shopability.
Conducting a workshop about the future of the FRAM brand and fully immersing ourselves in the consumer experience, we looked to redefine the brand by highlighting key points of difference; identifying archetypes and mentors; and determining the personality and expression. We then developed a new design system to make things as seamless for consumers as possible. FRAM is now poised to stand out as the easy and modern brand for DIY oil changers.
"They communicated perfectly and helped us rush the job to deliver a beautiful outcome within our budget."
A beer brewing company engaged with Kaleidoscope ® to provide design mockups and was tasked with manufacturing the packaging of its bottled and canned products.
"They communicated perfectly and helped us rush the job to deliver a beautiful outcome within our budget."
Jun 15, 2022
The team was instrumental in accomplishing and delivering the final outputs in a cost-effective and timely manner. The team was in constant communication throughout, and internal stakeholders were particularly impressed with their service flexibility.
The client submitted this review online.
Please describe your company and your position there.
We are one of the top 10 beer companies in the U.S. We brew, package, import, market and sell our brands through an independent network of wholesalers throughout the U.S. I lead the Commercial Procurement Team.
For what projects/services did your company hire Kaleidoscope ®?
Mock ups for secondary 12 pack carriers, cans, and bottles.
How did you select this vendor and what were the deciding factors?
Their ability, communication, cost, and timeliness.
Describe the project in detail and walk through the stages of the project.
- Preflight files Set up and output files for digital extended gamut printing (8 versions)
- Set up and output files for necker and crown transfers Can Stock: 2mil PET
- Shrink Bottle Label Stock: 1mil Opti-clear w/PSA Secondary Stock: 18pt kraft backed SBS (micro-poly/kraft)
- Stirp and high buff 12 oz cans
- Remove production labels from supplied bottles (leave back labels)
- Slit seam and shrink stripped and polished cans
- Die cut and apply labels and transfers to bottles
- Paint and deco crowns and apply to filled bottles
- Mount and die-cut secondary's (fully assembled, closed, w/stiffeners)
How many resources from the vendor's team worked with you, and what were their positions?
We worked with a business development associate, office administrator, and account director.
Can you share any outcomes from the project that demonstrate progress or success?
They communicated perfectly and helped us rush the job to deliver a beautiful outcome within our budget.
How effective was the workflow between your team and theirs?
It was seamless.
What did you find most impressive or unique about this company?
We're impressed with their flexibility in catering to what your needs are.
Are there any areas for improvement or something they could have done differently?