PACKAGING DESIGN PRINCIPLES
This section of the Guidelines sets out a number of guiding Design Principles with which to create Aleve Packaging Artwork.
The possibility of future product innovations, range extensions, and new pack formats, makes it difficult to anticipate design rules for ALL pack formats. As such, the guidance in this section should be regarded as a Best Practice Design System, intended to achieve a broadly consistent look and feel across the Aleve portfolio.
Although variations in pack formats and Cutter Guides may require minor adjustments to the layout, the overriding design logic should be observed, in an effort to maintain the desired design intent.
Current front-of-pack panels are mostly Landscape or ‘Letterbox’ proportions — both are considered in the following pages.
PACK DESIGN ARCHITECTURE
BUILDING PACK ARTWORK
ALEVE CORE (LANDSCAPE)
A step-by-step walkthrough of the process for creating core Aleve Packaging Artwork with landscape front-of-pack proportions.
ALEVE CORE (LANDSCAPE)
General typographic rules:
For front-of-pack text, Kerning should be set to ‘Optical’, with a Tracking value of 20.
When white text is placed on the lighter blue of the Gradient Background, it can benefit from an offset stroke in Pantone 287C, set to ‘Darken’ in the Appearance window.
ALEVE PM (LANDSCAPE)
A step-by-step walkthrough of the process for creating Aleve PM Packaging Artwork with landscape front-of-pack proportions.
ALEVE PM (LANDSCAPE)
General typographic rules:
For front-of-pack text, Kerning should be set to ‘Optical’, with a Tracking value of 20.
When white text is placed on the lighter blue of the Gradient Background, it can benefit from an offset stroke in Pantone 287C, set to ‘Darken’ in the Appearance window.
ALEVE 660 (LANDSCAPE)
A step-by-step walkthrough of the process for creating Aleve 660 Packaging Artwork with landscape front-of-pack proportions.
ALEVE 660 (LANDSCAPE)
Creating the ‘Knockout Mask’, to reveal the metallic substrate on Aleve 660 packaging.
ALEVE 660 (LANDSCAPE)
General typographic rules:
For front-of-pack text, Kerning should be set to ‘Optical’, with a Tracking value of 20.
When white text is placed on the lighter blue of the Gradient Background, it can benefit from an offset stroke in Pantone 287C, set to ‘Darken’ in the Appearance window.
ALEVE GEL (‘LETTERBOX’)
A step-by-step walkthrough of the process for creating Aleve GEL Packaging Artwork with ‘letterbox’ front-of-pack proportions.
ALEVE GEL ('LETTERBOX')
General typographic rules:
For front-of-pack text, Kerning should be set to ‘Optical’, with a Tracking value of 20.
When white text is placed on the lighter blue of the Gradient Background, it can benefit from an offset stroke in Pantone 287C, set to ‘Darken’ in the Appearance window.
BACK-OF-PACK ARTWORK
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.