Earex, an SSL International company, has developed a more contemporary and consumer-friendly image in an attempt to strengthen its positioning as a leading ear care brand.

The new packaging design includes a sound wave graphic which brings the brand’s proposition of ‘the difference you can hear’ to life, and a new logo sees the use of a softer font, with a circular graphic introduced to the second ‘e’ of the logo “symbolising the ear canal and the target of relief”.

Responsible for the new design is Manchester’s The Market Creative, whose managing director Sue Benson said of the project: “As the brand has evolved there has needed to be a clear differentiation between products, making them easy for shoppers to buy by creating shelf stand-out and clearly communicating the benefits. We’ve instilled a sense of modernity and freshness to the packaging by replacing a very colour-centric design with white, allowing colour to be used effectively as a product differentiator. We have also re-ordered the product information to ensure it is clear and consumer friendly, easing the buyer’s decision making process.”

And Earex brand manager Rachel Worthington added: “This innovative and dramatic change marks a significant point in the brand’s history. It will build on our proposition, strengthening our position in the market as synonymous with blocked ear treatments, which are effective, simple and painless.”

The new look will be applied across all Earex products, including Earex Ear Drops, Earex Advance Ear Drops and Earex Plus Ear Drops, as well as all marketing and advertising formats from January 2010.