3M™ Cavilon™ Brand Identity
Professional skin care brand gets a facelift
The Challenge 3M Critical & Chronic Care engaged Franke+Fiorella to revitalize the Cavilon™ professional skin care brand for its global audience. The goal was to strengthen the brand positioning by defining a brand strategy and creating a professional-yet-fresh visual identity design, extending it across all communications.
The Solution The most prominent part of the brand revitalization effort was the package redesign. In addition to projecting a more contemporary approach, the packaging design needed to help caregivers quickly choose the right product by clearly differentiating products by being more intuitive, while evoking a sense of calm professionalism. The literature system leverages some of the same graphic elements from the packaging design, while connecting to the broader 3M corporate brand identity system.