Osprey

While at Capsule, Michelle led the redesign of Osprey’s global packaging system, helping create a more sustainable, unified, and user-friendly retail experience. The initiative consolidated EU and US packaging into a cohesive multilingual system designed to better connect with a broad range of consumers. Through retail research, consumer studies, and close collaboration with manufacturing and merchandising partners, the team developed a visual and structural packaging strategy focused on clearer navigation, stronger shelf presence, and a reduced environmental footprint.

The final packaging system created greater consistency across product lines while strengthening Osprey’s recognizable brand identity. The rollout introduced sustainable materials, simplified packaging structures, cohesive sizing systems, and illustrated product graphics that improved clarity and scalability across SKUs. Released globally, the redesigned system enhanced both the in-store customer experience and Osprey’s broader sustainability goals.