Form: Packaging News
Handwash brand Carex is celebrating its 25th anniversary with a portfolio refresh by brand and packaging design agency PB Creative.
PB Creative was tasked with defining a core brand message and bringing balance and unity to the packaging portfolio.
The agency developed an iconic droplet device to reflect Carex’s USP as the leading antibacterial handwash brand, and create synergy across the Core, Fun Editions and newly developed Advanced ranges.
The new design encapsulates the core brand message – ‘Cleaning, Caring & Protecting’ – and also allows scope for future growth.
Pete Hayes, PB Creative co-founder and director, said: “The biggest challenge was to deliver unity. We needed to champion the different aesthetic shifts and personalities that exist within the Carex family, while consolidating the range with a consistent brand look and feel. We were keen to move Carex into a more contemporary area.
“We began at the brand’s heartland – with the five SKUs that form the foundation of the Core Carex range. We created the iconic droplet structure as the key, ownable brand equity, delivering clarity and coherency to the messaging hierarchy, which was then developed across the other tiers.”
The brandmark itself was also given a subtle refresh, moving to a more single-minded, solid background colour, delivering iconicity and standout at shelf. It was essential that the new 2D droplet execution complemented the established 3D equity.