As a designer of packaging, who happens to also be diabetic, I sometimes encounter packages that most people would never see. It was through my diabetic channels, that I learned about the recent redesign of the MiniMed products pictured above. (MiniMed® Reservoir, MiniMed® Sure-T®, MiniMed® Mio®, MiniMed® Silhouette®, and MiniMed® Quick-set®)
Specific to diabetics on insulin pump therapy, these are not what’s generally meant by “fast moving consumer goods.” And yet, as consumable supplies —(as opposed to durable medical goods like insulin pumps)— these products are pretty “fast moving.” Diabetic consumers are encouraged to replace their infusion sets every 48–72 hours, after all, “to help prevent infection.”
A flyer enclosed with a recent order of insulin pump supplies announced:
“New look for infusion set and reservoir boxes is coming soon.
Your favorite infusion sets and reservoir boxes are getting a new look.
There are no changes to the products or the packaging materials.”
In other words: only the branding has changed.
In another version of the same announcement, but addressed to “Health Care Provider” this branding change is described as “a clean, modern and uniform look for our infusion sets and reservoirs boxes.”
Design of the new consumables packaging was reportedly handled by Oglivy. (Not sure which of their offices, but I’d guess it would be a project suited for the division they call Ogilvy CommonHealth Worldwide.)
The look of the consumables is now consistent and coordinated to match the recent Apple-style packaging of MiniMed’s 530G insulin pump (on left).
All of the boxes feature clean, silhouetted product photos against a white background with an asymmetrical graphic “burst” to symbolize MiniMed’s wireless CGM (continuous glucose monitoring) system.
Where the extra cost of the subtle spot varnish “wireless burst” graphic might have seemed warranted for a “durable” product, the consumables packaging must make do with a light gray tint for their wireless bursts.