“Jewel-like appeal”: New 2D and 3D design for Carex touts enhanced functionality and wider branding space
20 May 2019 --- UK hand-gel brand, Carex, is relaunching with a holistic 2D and 3D redesign by brand and packaging design agency PB Creative. Carex approached PB Creative with the challenge to develop a new 2D and 3D design that would communicate brand ethos, boost branding, on-shelf stand-out and range navigation, as well as provide consumers with better functionality and portability. “Ultimately, it achieves covetable stand-out in a sea of generic bottles and has an almost jewel-like appeal,” notes the design agency.
The main function of packaging is to protect the contents and offer functionalities such as elongated shelf-life and protection during transport. However, packaging must also deliver on the consumer purchasing level. Catching a consumer’s eye on an increasingly busy shelf is no mean feat.
PB Creative explains that while the pack volume has remained the same, due to the innovative label area which extends over the cap, branding has increased by almost 50 percent and is positioned at the center of the pack, aiming to deliver “prominent consistency across the whole range.”
“Delivering a holistic 2D and 3D design means that we can take the reins over the whole concept and achieve the most potent branded solution. We have created an ergonomically satisfying, functionally superior packaging mix that has genuine consumer appeal, while stretching the boundaries of what’s possible on such a small canvas,” says Pete Hayes, Co-Founder of PB Creative.
PB Creative made the strategic decision to take a brandmark-inspired approach to the design. An integrated closure means that the new elliptical silhouette seamlessly embodies the curves of the logo and creates a much bigger canvas on which to express the key brand qualities of product efficacy.
“We wanted Carex’s leadership in the category to be reflected by a significant step forward in look and function. The new structure is stronger on shelf, easier to use and better to store on-the-go. The updated graphics strengthen Carex’s branding and clearly communicate the ‘Kills 99.99 percent of Bacteria’ and ‘Quick Dry’ benefits. PB has delivered a consumer-focused design that meets exactly the challenge we set them, and the trade and consumer response has been amazing,” says Ian Henderson, Carex Global Head of Brand.
In 2018, PB Creative worked with Carex to consolidate the brand that “had expanded dramatically over the years,” through the design of its packaging. The agency was tasked with delivering unity, creating a stronger synergy and moving Carex handwash into a more contemporary space.
