Previous packaging for Walmart, Lowe's and Target from 2017
When working with multiple retailers there are many challenges we came across. Each retailer needed different imagery and areas reserved for claims. Keeping everyone happy but also staying with our brand architecture and structure was difficult. Our design layout had to be translated for multilingual and international packaging.
Before begining a massive re-brand and packaging, we needed to align with business on our goals and scope. Constantly working with our business team, global partners, and retailers, we created an amazing system that is super flexible for any packaging situation. When creating US, we would parallel path our GEO designs to make sure they could translate well.
BRAND PURSUIT #3
BRAND PURSUIT #2
BRAND PURSUIT #1
Step by step we collaborated with the business team on the questions below. It was easier to break down areas to focus on with wireframes. We already knew assets that needed to be included like the logo, MPR number, icon scale, product name, filter size, and room for 3 claims.
Once we had our MVP, we mocked up a store shelf at our local Lowe’s where we interviewed people on how they shop. Most of the feedback was really positive and found that most people shop by their size and color. The icon scale was very helpful when deciding between different MPR Numbers.
This is the typical matrix we create for all 3M brands. It shows a quick snapshot of our assets, brand tone, look and feel. Many of these assets were created from the original brand just updated fresh colors, photography and iconography.
Full National Packaging
I’m pretty proud of this project and the journey our team went through, I learned too much so here is a list of a few highlights: