Blue Marlin brings out the caring side of Carex with a lovely new look.
Integrated design and branding agency Blue Marlin has created vibrant new packaging for leading brand Carex Hand Wash that emphasises the caring, protective nature of the brand. The new look goes on sale in the UK this month.
The new graphic and structural packaging gives the market leader greater presence in store and even more shelf stand out against a plethora of ill-differentiated own label and branded competitors. The new look is upmarket, contemporary, distinctive and ergonomic
It reflects Carex’s status as a premium product and underscores the brand’s caring credentials. The graphic design features a curving elliptical device that embodies the spirit of Carex; it also illustrates and differentiates the formulations and sub brands on offer.
The Carex wave hugs the logo while visually describing the ingredients and fragrances on offer. In addition a new arrow device has been created to communicate Carex’s ability to kill germs 3x faster.
The structural design moves away from the category norm whilst retaining the brand’s much-loved square bottle. The bottle shape has evolved into a more modern design with a bevelled front and back that provide the perfect platform for the new graphical identity and customer information.
Blue Marlin structural creative director Guy Williams says: “The transparency and purity of the pack are a direct reflection of what is in it – Carex is a brand that people can know and trust. The new bottle fuses the traditional efficacy that everyone associates with Carex with the more caring side of the brand that has been expressed through its formulations.”
Liquid hand wash is a highly competitive category. Last year’s threatened swine flu pandemic saw understanding of the importance of hand hygiene reach unprecedented levels and industry experts believe that awareness has become ingrained in consumers’ minds.