1. OVERVIEW
Our packs are photographed in a way that feels simple and impactful, a reflection of the problem-solving nature of the brand.
Individual products are photographed head on to add confidence to key visuals.
A range of products are photographed from a lower left angle to add assurance and pace to key visuals. Packs shown as a range can flex by being lined up horizontally or stacked vertically to work with the extreme formats shown opposite.
Shadows should always be seen with the product, this reflects the brand principle of being ‘Positively Enduring’ and also shows the passing of time. The angle of the shadow is born from the ‘Ping’ on the packaging, acting as a top right light source that casts an extended bottom left shadow.
2. Product photography DO'S
Opposite is a breakdown of the styling used for photographing and featuring packaging within key visuals. This should be adhered to at all times to allow consistency across visual communications.
Confident head-on angle for single products.
Subtle highlights and lowlights to give the product stand-out against backgrounds and maintain a sense of visual harmony.
111.5° angle shadow extending outwards from the bottom left, born from the ‘Ping’ asset on the packaging.
Allow breathing space for the product so that it feels heroed, at least 1/5 of the width of the pack on all sides.
3. Product photography DON’TS
Whilst the pack can be scaled and placed to work with the design, it is important to keep within the following restraints to maintain consistency across touchpoints.
CORRECT USAGE
INCORRECT USAGE
DO NOT distort the pack widthways
DO NOT crop the pack
DO NOT tilt or angle the pack
DO NOT add extreme angles to the pack
DO NOT add extreme highlights, shadows or effects to the pack
DO NOT remove the shadow underneath the pack
DO NOT intensify the shadow underneath the pack
DO NOT flip the shadow underneath the pack
DO NOT scale the pack so that it feels off balance with the rest of the design
4. PORTFOLIO PHOTOGRAPHY DO'S
Opposite is a breakdown of the styling used for photographing and featuring the portfolio within key visuals. The overall guides for single product visuals apply, in exception of the head on angle rule. These guides should be adhered to at all times to allow consistency across visual communications.
Impactful lower left angle for portfolio, creating a fan or stacking effect.
Packs are aligned at the base to give a sense of being displayed on an even surface.
Subtle highlights and lowlights to give the product stand-out against backgrounds and maintain a sense of visual harmony.
111.5° angle shadow extending outwards from the bottom left, born from the ‘Ping’ asset on the packaging.
Allow breathing space for the product so that it feels heroed, at least 1/5 of the width of the pack on all sides, in exception of the side where another pack tucks in behind/ in front.
5. PORTFOLIO PHOTOGRAPHY DON’TS
Whilst the pack can be scaled and placed to work with the design, it is important to keep within the following restraints to maintain consistency across touchpoints.
CORRECT USAGE
INCORRECT USAGE
DO NOT squash the packs widthways or lengthways
DO NOT crop the packs
DO NOT stagger the baseline of the packs
DO NOT add tilt the angles of the packs
DO NOT add extreme highlights, shadows or effects to the packs
DO NOT add extreme angles to the packs
DO NOT remove the shadow underneath the packs
DO NOT flip the shadow underneath the packs
DO NOT scale the packs so that they feel off balance with the rest of the design
NEED A STEP BACK?
Return to viewing the bigger picture and then start a new design journey.
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.