3M repacked by Carré Noir

3M is repositioning its European range of medical products with a new graphic design hierarchy for its packaging created by Paris-based consultancy Carré Noir.

The group describes the project as building a “graphics architecture” for 3M’s packaging.

The new positioning is aimed at both healthcare professionals and consumers, bridging what have been two distinct target markets.

The new graphic design guidelines seek to build on the value of the 3M brand, inform pharmacists and doctors and attract consumers.

Carré Noir claims three “graphic zones” tackle the trio of tasks: a “corporate zone” defines the space for the 3M logo; a “consultant zone” contains product information; and a “user zone” carries a product illustration and pictograms.

Carré Noir spokesman Christophe Paymal says the consultancy has implemented the new standardised look on packaging for 15 products. “We are still working on more,” he adds.