Capsule is a New York-based digital pharmacy that delivers prescriptions same-day through a mobile app, positioning itself as a technology company rather than a traditional pharmacy chain. The company was founded by Eric Kinariwala and launched in 2016 after he experienced frustration picking up medication from his local pharmacy.[1]
Design and History
The Capsule visual identity was created by Franklyn, a Brooklyn-based branding studio, with the core concept primarily developed by designer Elisa Maezono.[2] The project was led by Creative Director Michael Freimuth, with Maezono serving as Design Director.[3]
Franklyn developed the identity to express the brand’s caring and user-centric approach, aiming to balance playful and professional qualities.[4] The studio drew inspiration from the robust branding of the now-defunct Swiss pharmaceutical and chemical company J. R. Geigy.[2] The design system extended across delivery bags, pill bottles, bandages, a website, digital app, billboards and subway takeovers.[4]
Franklyn also partnered with New York-based advertising agency Office of Baby to refine the messaging and brand launch.[2] As Capsule expanded beyond New York into cities such as Boston, Los Angeles, Chicago and Charlotte, the brand was extended to new markets with the same visual language.[3]
Meaning and Symbolism
The identity deliberately moved away from the sterile color palette typically associated with pharmacies. Franklyn infused Capsule’s materials and packaging with bold yellows, blues and oranges.[5] Playful pill graphics were used both as expansive patterns and as simple, 1960s-inspired forms, appearing on everything from packaging to the sides of New York subway cars.[2]
More expressive elements, including bright patterning and graphic iconography, were paired with functional typography and a clean messaging system to balance the serious and personal nature of medication with approachability.[2]
Typography and Design
The identity system combined expressive visual elements with very functional typography and a clean messaging system.[2] Franklyn described the overall approach as a bold visual identity that successfully straddles the line between playful and professional.[4]
Beyond the core identity, Franklyn worked with Studio Butch, which designed Capsule’s physical pharmacy locations, to establish a consistent design language across the digital-to-in-person delivery experience.[3]
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