Carex chases luxury consumer with new Care+Plus identity
PZ Cusson-owned Carex has introduced a new range of premium hand washes with the identity and packaging designed by Manchester-based Hark Creative.
The brand and packaging design agency worked alongside Carex to define a unique identity for the luxury range, which is designed to contain more fragrance and skin conditioners than previous ranges.
Hark Creative drew inspiration from the exotic fragrances, such as argan oil and cocoa and macadamia oil and vanilla, in the hand washes to create individual designs reminiscent of Morocco's Moorish architecture, Sri Lankan Henna designs and Polynesian Tribal art from Hawaii.
Ian Henderson, Carex European head of brand said of the designs: "Consumers know they can trust Carex to care and protect for their skin and the launch of Care+Plus Hand Wash reinforces those caring credentials. Hark responded to our brief to deliver a luxurious pack design to reflect both the caring properties of the formulation and the deeply opulent oil based fragrances."
The range features a palette of vibrant colours, combined with delicate foil motifs to help the packaging "achieve standout on shelf and drive consideration of Carex with a new consumer audience", Hark's creative director John Murphy added.