As a pioneer in the food marketplace for more than 30 years, AlpineAire Foods, owned by The Katadyn Group, has a reputation for excellence, producing all-natural freeze-dried and dehydrated meals used primarily for backpacking, hiking, camping and long-term food storage. The Katadyn Group chose Capsule to complete a holistic brand and package redesign for AlpineAire. Through its Foundations research process, the strategic brand design agency gathered insights on the values and personality of AlpineAire along with consumer behaviors and patterns when purchasing dehydrated food products. The new AlpineAire visual language is fresh and sophisticated. The team chose a color palette, photography style and typeface that captured the adventurous brand personality. Navigational cues for meal type and flavor were also incorporated into the design to improve the experience in the aisle and on the trail, which was discovered as an important asset during the in-store consumer research. Since launching the new packaging in late June, AlpineAire Foods’ sales have increased by 38 percent.