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Carex takes a ‘hands-on’ approach to package refresh

Iconic droplet device is used to create synergies across this U.K. firm’s 25th anniversary line of top-selling handwashes.

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

When a company’s website produces a “10 steps to wash your hands properly” video, you know it must be serious about hand hygiene.

Carex is just that, and its online “Did you know?” section provides little factoids such as, “Many bacteria can survive on surfaces for several months.” The ultimate object, of course, is to sell more handwash, gels, wipes, and creams. To help meet that objective, the Manchester, U.K. company refreshed its Carex handwash packaging, in part to celebrate the product’s 25th anniversary, enlisting brand and packaging design agency PB Creative.

PB Creative developed an iconic droplet device to reflect Carex as the leading antibacterial handwash brand and to create synergy across the Core, Fun Editions and newly developed Advanced ranges.The design firm was tasked with defining a core brand message and bringing balance and unity to the packaging portfolio. Carex and PB Creative worked closely “to reappraise the brand and create a strong core aesthetic that could stretch and flex across each of the different tiers,” according to the design firm.

Ian Henderson, Global Head of Brand for Carex, says, “We’re really passionate about the new design—the droplet stands for Carex now. PB Creative has delivered, 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.”

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