THE pain category
Markets differ across the globe but reports suggest that more than 20% of the world’s adult population suffer from pain-related disorders that would be remedied by some type of OTC analgesic.
brand identity
Aleve® is an ally, helping to liberate and free people from pain – letting them live fully and show up for others. Our mission is to help you be stronger for longer, with uninterrupted relief from a wide range of pain.
design principles
Our design principles are the signposts that will help keep your team on the same path as you move through the design process. Learn how to create consistent designs following our design principles.
- Radiantly Uplifiting / Authentically Human / Positively Enduring
the wave in aleve storytelling
The wave sweeps through our world with uplifting optimism and acts as a device to connect people or our products, alluding to a ripple of positivity that endures way beyond pain relief.
Learn more about specific elements
LOGO
Our brandmark is confident and progressive which is echoed in our forward moving letter forms. This also helps to reflect our positively enduring and radiantly uplifting principles.
PHOTOGRAPHY
To set us apart from competitors, our lifestyle photography is one of our key assets for bringing to life our Brand Purpose - ‘we free people from pain to give their all, for others’. Our photography needs to tell a distinctive narrative around freedom from pain, connectivity and making an impact using our Design Principles.
BACKGROUNDS
Backgrounds should be in line with our color palette, and use the wave of impact, which sweeps through our world with uplifting optimism and acts as a device to connect people or our products, alluding to a ripple of positivity that endures way beyond pain relief.
COLORS
We use color in a consistent manner in order to build equity and recognition. To make our color palette more distinctive and ownable to Aleve, we are leaning into our Design Principle of ‘Radiantly Uplifting’ to inject a sense of life and movement, as well as linking it back to the sentiment of our arc and Ping assets.