CARMA LABS – CARMEX RE-BRAND

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.