1. WHY WE EXIST
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.
The pain category is big, worth €19.3 billion, predictable (no seasonal impact) and is growing around +4.5% (aging population combined with the desire to stay active will continue to fuel growth). 70% of the volume is body pain meaning that to win in the pain category we must win in body.
2. HOW TO PRESENT THE SCIENCE BEHIND ALEVE
One of the main brand pillars is to be ‘Positively Enduring’, the upwards momentum of the wave device has been curated to communicate this. The following usages have been defined to help maintain this:
3. PRODUCT RANGE & POSITIONING
Superior body pain relief translated into each product proposition
4. ALEVE STORY
A brief history of our international evolution through the body pain segment
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.