Ultra Smart
Air Purifier

Strategy | Branding | Packaging | Art Direction | International Launch

For the launch of 3M’s Ultra Smart Air Purifiers, 3M was challenged to differentiate and stand out at shelf in a mature product category in countries like China and Taiwan where consumers are much more air aware.

We leveraged a dark moody overall look and feel to nod to the lux premium nature of the product. This rich look stands out at shelf as most competitors feature light and bright packaging, evoking that of clean air.