Carex has relaunched its antibacterial hand-gel range with a holistic 2D and 3D redesign by PB Creative. Pioneering everyday antibacterial hand gel more than 20 years ago, Carex felt it was time to shake up what has become a saturated category to ensure the brand remained center stage through a new unique design.
PB Creative's strategic, innovative response to the brief cements Carex's position as a premier sanitizer, sets it apart from its ubiquitous competitors, and substantially improves look, feel and functionality. 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.
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 maneuver. 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 proudly 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. Each SKU in the core range has been given its own unique design to elevate that particular variant's special qualities. And the personality of the Fun Editions bottles, Love Hearts, Bubble Gum and Strawberry Laces, has been dialed up using playful imagery and typography - making hygiene fun for sticky little fingers.