Integrated design and branding agency Blue Marlin has created new vibrant packaging for P Z Cussons’s leading brand Carex Hand Wash that emphasizes the caring, protective nature of the brand. The new look goes on sale in the UK this month.

According to Cussons’ research, some hand washes can take up to five minutes to kill bacteria, which led the company to develop the new formulation that works 3x faster. “Our on-going research into hand washing and consumers’ raised awareness of hand hygiene provides the ideal time for Carex to update our look along with a formulation that has 3x faster germ kill and enable us to continue our dominance of the hand wash market,” says Vikki Brunning senior brand manager at P Z Cussons.

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. 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 backthat 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.”