Scotch-Brite™ Brand Refresh
COMPANY: 3M // LAUNCH: 2018
THE ASK //
Increase cohesion, strengthen segmentation, and improve communication hierarchy to deliver an impactful and simplified shopping experience.
Revitalize the brand with a greater sense of impact, approachability, optimism and modernity through the use of color, typography, photography, logo and packaging updates.
DESIGN OBJECTIVES & SUCCESS CRITERIA
Revitalize the holistic Scotch-Brite™ brand experience to activate the newly developed brand positioning to strengthen emotional appeal and relevancy with end users through brand design, packaging design, product design and communications.
PROJECT EXPERIENCE //
Led the in-house creative development against two concepts in which I expanded 40+ skus per concept to get a robust view on how the elements were working across different packaging structures.
Evaluated and optimized photography, naming and claims to help increase cohesiveness and shop-ability.
Led the creative direction of the logo build-out; both globally and for print.
Collaborated with our print experts on print quality and desired packaging material.
Design team lead for internal 3M team
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Logo Update
Informed by internal auditing, equity research and external benchmarking, this logo update included an evolutionary (vs. revolutionary) optimization to maintain equity in the starburst and brand colors.
This update focused on improved functionality and versatility through simplification in shape and letterforms which allowed for higher quality printing on packaging, improved flexibility for global adaptation, and reduced visual clutter with other packaging communication.
The logo mark evolution maintains and bolsters the perception of effectiveness, dependability and quality while becoming more approachable, modern and bright.
Packaging Design
Strategic Intent:
Revitalize the brand to feel more modern, fresh, optimistic and premium
Maintain stop-ability through brand block visibility (notice from 10ft away)
Increase shop-ability through a consistent pack layout system and effective segmentation (from 5ft away)
Strengthen communication by improved hierarchy, stronger names, claims, and imagery (from 2ft away)
Drive global consistency and efficiency with design assets and an architecture system that works globally
The packaging update increases product visibility while maintaining an impactful and simplified brand presence, includes purposeful, bold, singular messaging to differentiate value and maintain consistency, and uses realistic product imagery to aid in the consumer selection process.
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Lint Roller Extension
Strategic Intent: Increase cohesion, strengthen segmentation, and improve communication hierarchy to deliver an impactful and simplified shopping experience.
Project Experience: Developed a cohesive lint portfolio packaging strategy that fits within the Scotch-Brite™ Brand Refresh, while also designing a greater tiering structure that provides differentiation at shelf.
Club Retail Merchandising
Expanding on the brand refresh assets, club store pallets were redesigned to better fit the environment they live in. The new design maintains the recognizable brand while providing color blocking for product differentiation, uses simplified singular messaging paired with large-scale photography, and is shop-able from 5 sides.
