Tuesday, 28 March 2017

Capi’s travel exclusive Mitone launches new packaging design and logo

As the leading airport retailer of consumer electronics, Capi, The Travellers Electronics Company, always offers the latest innovations in its stores as one of the first on the market. To keep up with these trends, Capi constantly develops its travel exclusive private brand Mitone. That is why Capi launched the new and highly innovative Mitone packaging and logo in March of this year.





The new packaging emphasises Capi’s three marketing drivers Emotion, Focus & Competence. The focus is on the product’s added value rather than its technical specifications. The packaging contains an inside flap where the product’s benefits are clearly visualised. Moreover, all products now have their own product name rather than solely a product number. In this way, the product represents a particular emotion or lifestyle the traveller would like to maintain instead of just a number. Capi collaborated with the award-winning design company Brum Design to create the new packaging for its travel exclusive private brand.
To create an exciting shopping environment for travellers, Capi promotes similarity and consistency in its stores with this uniform design. Peter Wiggers, Managing Director Royal Capi-Lux, indicates: “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.”
Mitone’s new logo offers a fresh look with a modern colour scheme. It immediately attracts the trendy, but price-conscious traveller searching for the latest innovations. The new packaging is already available in the Capi stores and will be presented during the TFWA Asia Pacific Exhibition & Conference.


About Capi
Capi, part of B&S, was originally established in 1894 and has its headquarters in Hoofddorp, the Netherlands. Capi is one of the founders of the Amsterdam Airport Shopping Centre and has been active in airport retailing since 1957. The company is active with 35 shops at 10 airports throughout Europe and South Africa and with franchise locations in Ukraine and China. Capi is the leading electronics airport retailer and B2B distributor for travel retailing in electronics.

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