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PB Creative designs pack for Carex antibacterial hand-gel
2019-05-10

From:Packaging News

Hand-gel range Carex is relaunching with a holistic 2D and 3D redesign by brand and
packaging design agency PB Creative.


The brief was to develop a new 2D and 3D design to shake up what had become a very functional category and ensure the brand remained centre stage.


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 and care.


PB said the new structure fits perfectly in the hand, with a top-down orientation that makes it easier to dispense from the bottle in one swift manoeuvre. Ultimately, it achieves covetable stand-out in a sea of generic bottles and has an almost jewel-like appeal.


While the pack volume has remained the same, thanks to the innovative label area, which extends over the cap, branding has increased by almost 50% and is positioned at the heart of the pack, delivering prominent consistency across the whole range.


PB Creative devised a key-message hierarchy to create maximum impact and improve range navigation and brand clarity, while freeing up significant space for flexibility of expression with each variant.


PB Creative’s Pete Hayes said: “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.”


Ian Henderson, Carex Global Head of Brand, added: “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% 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.”

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