Moving into the “contemporary era”: Carex marks 25th anniversary with new design

03 Sep 2018 --- UK hand wash brand, Carex, has refreshed its portfolio with a brand and packaging overhaul to mark its 25th anniversary. Design agency PB creative was tasked with defining a core brand message and “bringing balance and unity to the packaging portfolio.”

“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,” says Pete Hayes, PB creative Co-founder and Director.

“We began at the brand’s heartland – with the five items 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.”

“It was important that the whole portfolio had a strong, unified brand identity. The droplet device was created and then used across all SKUs to get the message across that this is a brand family,” a PB creative spokesperson tells PackagingInsights.

The brandmark itself was also given a subtle refresh, moving to a more single-minded, solid background color, delivering iconicity and standout at shelf. It was essential that the new 2D droplet execution complemented the established 3D equity.

The new “Advanced” range further leverages the droplet, employing a pearlescent, semi-transparent bottle finish, silver pumps and a metallic label substrate to deliver a more premium proposition.

Contemporary graphic textures reinforce each product’s efficacy, the design agency explain: A floral design denotes “Care”; diamond geometrics, “Clean”; the structured hexagonal backdrop, “Protect.”

The droplet core asset remains consistent across the Fun Editions tier, but with the playfulness of each variant dialed up to reflect the flavors, including Bubble Gum, Strawberry Laces and Love Hearts.

“We’re really passionate about the new design – the droplet stands for Carex now. PB Creative has delivered against a challenging brief, bringing together different personalities in a unified and iconic way, while maintaining the existing visual qualities of the brand. We are proud to have been category leader for 25 years – the new design reflects our brand strengths, supported with a clear and cohesive range hierarchy,” says Ian Henderson, Carex Global Head of Brand. 

The celebratory 25-year banner will remain on pack for up to six months following a nationwide roll-out, which runs from August 2018.