How it Worked Out at Capsule The client chose option three. Patagonia pulled together a team of experts from a variety of fields that included Capsule's designers to make a big change. This collaborative group was charged with researching the situation at the shelf, designing a new solution and then delivering it to the marketplace. The photos in Exhibit 9.1 below show the old package design and then the new one. The new design was inspired by the hex nuts Patagonia's founder invented. These devices replaced the pitons that climbers hammered into rocks they minimize any damage to the environment. As Exhibit 9.2 illustrates, this unique shape allows the company to stack the packages very efficiently because they fit into one another on the shelf. It uses 100 percent post-consumer waste corrugate, which is easily recycled. In addition the box does not require glues or adhesives for assembly. The design process took six months, a longer than average timeline, but the results were a fantastic win both for Patagonia's bottom line and for the environment. Source: http://capsule.us/work/patagonia/ How Capsule Measures Success Sales for the product line took a 70% leap due to the changes in packaging structure, graphics and store displays. The other metrics Capsule used included tonnage of plastics removed from the distribution system. When a design solution makes an impact on revenue, the team is happy, but when it also makes dramatically less of an impact on the planet, the team is ecstatic.

If Patagonia decided to go with option #1, ignoring the problem with its base layer (long underwear), the product would likely soon be in the ________.

A. maturity stage

B. introduction stage

C. product relaunch phase

D. decline stage

E. growth stage

What was Patagonia's primary intention in possibly revamping its packaging of its base layer products?

A. To create better sustainable packaging

B. To make more of an impact at the point-of-purchase

C. To prevent potential brand dilution

D. To better communicate brand meaning

E. To develop in the consumer's mind a clearer brand personality

Why was Patagonia's option #3conducting a complete redesignthe riskiest option of the three?

A. It would move all of its products to brick-and-mortar stores from previously online

B. It would be the costliest in the international market

C. It would move all of its products from brick-and-mortar stores to all online

D. It would entail hiring considerable new staff for the company

E. It would force the client to revamp its distribution system

Once Capsule worked with Patagonia in redesigning its packaging structure, graphics, and store display, sales for the product line ________.

A. increased 20%

B. approximately doubled

C. increased 40%

D. increased 50%

E. increased 70%

Why did Patagonia go with the "hex nut" design?

A. It allowed for neatly stacking products and conserved shelf space.

B. It minimized packing waste

C. It encouraged individually inspired packaging developed through Patagonia's crowdsourcing

D. It allowed for stacking easily on the top shelf of most company shelving units

E. It reduced packaging waste when manufacturing the cardboard packaging and conserved shelf space