Cuticura unveils new identity and packaging with Holmes & Marchant

Anti-bacterial hand hygiene brand Cuticura has unveiled a new identity and packaging, created by Holmes & Marchant.

The agency created a shield format for the new logo, with upper case lettering and a new circular symbol.

Jen Edwards, marketing director for Cuticura at Keyline Brands, said: “To successfully extend our reach into the highly competitive Hand Wash category, we felt the identity and packaging of our product range needed a new look. Holmes & Marchant has delivered an identity which we are confident will reaffirm our expertise in the hand hygiene category, while creating a strong platform to launch our new range of hand washes and serums.”

The new identity aims to promote the technical and safeguarding qualities of the products, while also suggesting a caring and supportive side.

Simon Gore, managing director UK at Holmes & Marchant, added: “Cuticura is the original anti-bacterial hygiene brand, and makes strong marketing claims in its category as the lead provider of protection for family hands. To reaffirm the brand in this space we needed to create an identity that reflected the exclusive technical attributes of Cuticura products and in doing so, build a strong platform from which to launch other brand products, some of which are of a premium nature.”

“We have created an identity and design which differentiates Cuticura from the soft and flowery identity of brands such as Radox and Carex. The clarity of the new Cuticura identity emphasises the protective and guarding qualities of its products.”

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