1. OVERVIEW
To leverage the brand principles and narrative off pack, the wave device has been enhanced to allow more flex and depth across four different key visual approaches:
BRAND & LIFESTYLE
The wave interacts with the background of the photography and contains the brand communication. People featured within the photography are positioned in front of the wave.
PRODUCT & LIFESTYLE
The wave is placed over photography, allowing plenty of space for the people featured to be clearly visible. Brand/Pack communication sits on top of the wave.
PORTFOLIO
The wave is cropped into the background on top of the brand blue gradient, allowing enough room for the brand communication. Pack visuals sit on top.
PRODUCT
The variant colored wave is cropped into the background on top of the brand blue gradient, allowing enough room for the brand communication. The pack visual sits on top.
2. BRAND & LIFESTYLE
WAVE INTERACTIONS
Our wave device can be applied to photography in two of the following ways:
APPROACH 01
Wave device applied to photography in a way that embraces all of the subjects, this elevates the idea of connection through being able to uplift the people around them. This combination ensures that the design feels authentically human.
APPROACH 02
Wave device applied to photography in a way that embraces all of the subjects, this elevates the idea of connection through being able to uplift the people around them. This combination ensures that the design feels authentically human.
2. PRODUCT & LIFESTYLE
4. PRODUCTS ONLY
PORTFOLIO
PRODUCT
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.