CAPPY

Branding
Corporate Identity
Product Design
Packaging
Brand Story
Website
Social Media Strategy

Creating an approachable brand for a necessary product

CAPPY was founded by a group of young entrepreneurs who truly believed that face masks were part of keeping society safe during Covid-19. In a time of uncertainty, the goal was simple: to make an essential product feel a little friendlier and less intimidating.

Beatrice and her team built the brand from the ground up. She created a cheerful identity, clear communication, and a national billboard campaign that added a touch of lightness during a heavy moment in time.

A person with dreadlocks wearing a blue face mask, a blue headband, and a yellow shirt standing against a red background with the text 'CAPPY' and 'De nieuwe glimlach van Tirino'.
A street scene with a blue and white tram number 13 stopped at a tram stop. There is a bus shelter with an advertisement featuring a person wearing a face mask. In the background, a historic brick building with advertisements and a café sign is visible. A pigeon walks on the cobblestone sidewalk near the tram tracks.
Two posters on a cylindrical pole in an urban setting, featuring women wearing face masks. The first poster shows a woman with curly hair and the second shows a woman with short blonde hair, both smiling with the text in Dutch. The background includes parked cars and a brick building with multiple windows.
Six diverse people wearing medical face masks, arranged in a grid with colorful backgrounds.
A public hand sanitizing station at a bus stop with the sign in Dutch that says "The hygiene station for every location". It features a tall hand sanitizer dispenser, with step-by-step icons showing how to use it, a height of 1.5 meters, a message to keep hands clean, and a website kehehandsclean.nl.
Two boxes of CAPPY disposable face masks, one pink and one blue, with cartoon illustrations of people wearing masks and speech bubbles saying "Smile!" and "Smie!".
Close-up of a green fabric face mask with a white tag that reads 'CAPPY' in green letters.
A woman riding a bicycle past a construction site with posters of women wearing face masks. The site has boarded-up windows and signs indicating construction work.
A collage of advertisements promoting wearing masks. The top left shows a woman with long hair wearing a blue mask in an Instagram post. The top right features a man with curly hair in a yellow shirt wearing a blue mask in a social media post. The bottom left displays an outdoor bus stop with an advertisement of diverse people wearing masks, with Dutch text. The bottom right shows a smartphone with a mask promotional app and a box with the CAPPY logo, mask packaging, and Dutch text.
A woman wearing a face mask, jeans, and a denim jacket walking past a bus stop advertisement featuring a woman with gray hair wearing a face mask. The advertisement promotes a website called Cappy.nl and mentions monthly home-delivered face masks.