Carmex Re-brand

Creative Agency: Anthem New York
Project Type: Produced, Commercial Work
Client: Carma Labs
Packaging Contents: Lip-care products
Location: Franklin, Wisconsin / USA

Classic Care, Redefined
Carma Labs is a family-owned and operated company, led by Alfred’s (founder) grandsons, Paul and Eric Woelbing. Their iconic, mainstay brand Carmex has been providing lip-care for almost 80 years. With a vibrant innovation pipeline and a recent, tremendously successful Cold Sore product innovation, the brand was ripe for a refresh.

Through design-focused consumer research, Anthem developed brand positioning, a scale-able brand & product architecture, and beautiful packaging designed to modernize the brand and increase shelf-impact and navigability.