Carex Bathrooms on the Blue Marlin pack slant

Blue Marlin Brand Design has created packaging and graphics for Carex Bathrooms, a three-strong range of liquid hand washes that will roll out across the UK from this month.

Blue Marlin won the five-figure project in November, on the back of its existing relationship with parent company PZ Cussons.

The range, which encompasses moisture rich, sea minerals, and passion fruit and bearberry variants, comes as Carex moves to increase market share by extending into the bathroom sector.

Blue Marlin was briefed to ‘stretch the brand and create something that consumers would actually want in a guest bathroom’, according to consultancy account director Katrina Bennett. ‘The idea was to move it away from an antibacterial, efficacious brand that you might use to scrub off the smell of [food] or nappies,’ she explains. The Bath consultancy has developed clear, curved packaging, with subtle branding and illustration as well as simplified typography.

A back-printed ‘reed and ripple’ illustration is intended to give the product a ‘spa-like quality’. ‘It’s all about being more elegant and premium,’ Bennett explains.

Consultancy creative director Simon Rumble led the project.