Reasserting category leadership


Brand identity / Structural Design / Brand architecture / Packaging

Iconic care


Carex is the UK’s leading antibacterial hand care brand. But, over time the Carex’s brand identity had lost impact and become disconnected from its core values. We were briefed to bring to life Carex’s core brand message - ‘Cleaning, Caring, Protection’ and create an identity that could flex across the different tiers of its portfolio.



We devised an elliptical 3D pack structure that echoes the contours of the logo and drives shelf stand-out. The new structure also improved the user-experience, fitting comfortably into the hand and facilitating easy dispensation. The bigger canvas provided by this structure gave us more scope to express the brand’s identity, allowing us to increase the branding by 50%. The result is a more iconic, more distinctive design.