NETHERLANDS. Travel retail consumer technology specialist Capi has launched new packaging and an updated logo for its private label brand Mitone.
The new design has been composed to attract “the trendy, but price-conscious traveller searching for the latest innovations”, and to emphasise Capi’s three marketing drivers of emotion, focus and competence.
Capi collaborated with Netherlands-based design company Brum Design to create the new packaging for Mitone, a travel exclusive private brand.
The new image focuses on the product’s added value, rather than its technical specifications. The packaging contains an inside flap where the product’s benefits are clearly stated (see image below).
All Mitone products now have their own product name rather than solely a product number.
Royal Capi-Lux Managing Director Peter Wiggers said: “With this new design, travellers’ decision process is made even easier and impulse buying behaviour is encouraged.
“This is supported by our marketing concepts, such as Travellers Choice, where the new packaging easily highlights the fast-selling, best-reviewed Mitone products and on The Gadget Table, where travellers find surprising Mitone gifts and gadgets such as VR glasses.”
The new Mitone packaging and logo was launched in Capi stores this month. It will be presented during the TFWA Asia Pacific Exhibition & Conference in Singapore, in May.
TFWA Asia Pacific will be held at the Marina Bay Sands Expo and Convention Centre in Singapore from 7 – 11 May.
