3M Xtract™

The Abrasive Systems Division (ASD) introduced a new premium brand and product to the market. The new abrasive disc was the kickstarter but the line expands to new tools as well as products already available in their portfolio. Automotive Aftermarket Division also released this product to their market.

This opportunity allowed us to refine their packaging system into one that reflects a good-better-best strategy. The scope for 3M Xtract™ was branding for the new premium and rebranding for their standard line. Reflecting on the new disc color, it was decided to update the premium color to purple, move their original color–orange–to their advanced line, and use gray for the standard line. With the new corporate design guide and ASD refining their look, specific colors and information structures were brought in.

Since current products are merging into this new brand they will all need to be updated. The design guide accompanying this packaging is available to explain every decision made so our production team can update all the SKUs.

Current packaging example shown for 3M™ Cubitron™ Hookit™ Paper Disc 732U

New packaging, product and branding example shown for 3M Xtract™ Net Disc 710W.

The next two axis show 3M Xtract™’s positioning compared to current and outdated packaging within the Abrasive Systems Division (ASD) and also the Safety Industrial Business Group (SIBG).