8.0 Packaging

Our packaging is designed to stand out on the shelf. It uses a bright, fresh appearance to communicate simplicity, quality and everyday ease to customers.

8.01 Packaging basics

The following packaging guidelines will show you how to construct packaging that looks consistent with our other brand touch points.

8_01_Render packs

In order to follow these guides correctly, it is important to understand the structure of our packaging formats. Each packaging execution is designed using a series of panels, and each panel uses specific visual elements to communicate information to the customer.

Shown here are two examples: A horizontal format pack and a tall vertically orientated pack.
Each pack uses the same panels and design guides to ensure a consistent look and feel across our packaging.

On both packs the panel coding remains the same:

  1. Front panel
  2. Top panel
  3. Bottom panel
  4. Panel A
  5. Panel B
Packaging foldout example
Packaging foldout example 2

Note: Either pack style is acceptable. Your decision should be made based on the
assets and information available when designing each individual pack.

8.02 Front panel

The front panel of our packaging is more often than not the first thing customers see when they look at our products.

It is essential that the front panel clearly communicates what the product is, encourages customer interest in the product and highlights any key features to help the customer understand why this is the right product for them. All this should be done in a way that looks and feels consistent with our other brand communications.

The following key elements make up the front panel:

  1. Structure and layout
  2. Logo
  3. Product name/information text
  4. Product icons
  5. Product hero image
  6. Brand lifestyle photography
  7. Callout graphic
  8. Divider
  9. Product code
  10. Power supply
Front Panel example 1

For instance when lifestyle photography is not available, you can occupy this space with a callout graphic.

Front Panel example 2

Note: Either pack style is acceptable. Your decision should be made based on the assets and information available when designing each individual pack.

Structure and layout

The structure of the panel is the first place to start when creating new packaging. It is the framework within which every other element lives, so it’s important to design this accurately before beginning work on other elements of the pack.

Our base units of measurement for the pack structure is based on the Zanussi logo. More information on the logo can be found here. We begin by stacking the Zanussi logo 12 times along the length of the shortest side of the front panel. The height of our base unit (Z) is defined as the cap height of the letter Z within the logo.

Logo sizing

Note: This base unit will be used as a reference for every panel in our packaging. So it’s important to take the time to ensure it has been measured correctly.

When working with taller, vertically orientated formats, the same principles apply. The diagram below illustrates how we rotate the logo to stack alongside the shortest side of the panel.

8_03_Panel_width_V2

Our packaging uses two margins: The primary margin (A) and the Frame (B).

Margins on panels

Horizontally orientated panel and vertically orientated panel.

Start by defining the primary margin. It should measure one consistent unit (Z) from the edge of the panel on all sides. The Frame is defined as a quarter unit around all sides (0.25 x Z). These margin sizes should be used across all panels of the packaging.

Small package borders

Note: For small packaging where it’s not possible to follow the recommended measurements, a minimum Frame size of 5mm must be observed.

We can define the relationship between the content area and the photography area by dividing the front panel horizontally into thirds or halves.

Lifestyle photography should always sit on the left and occupies one third or one half of the panel.

The remaining two thirds/half of the panel sits to the right and is always coloured yellow. You can find more information about packaging colours here.

Panel area proportions

Note: The content area on the right ignores the outer border and runs off the right hand side of the panel. This only applies to the front panel.

The correct size for the Zanussi logo is defined in section 8.12. It must always be clearly legible and positioned in the upper right hand corner of the front panel. The top right corner of the logo should sit neatly aligned with the top right corner of the margin. Further information on the Zanussi logo can be found here.

Position of Zanussi logo

Note: The Zanussi logo should appear at the same size on all panels of your packaging, with the exception of the top panel.

A clear space equal to the cap height of the Z must be observed around all sides of the logo. No other visual elements should encroach on this space.

To ensure legibility, the logo should never be applied at a size smaller than 30 mm in width.

Logo positioning

Dont's

Product name & information

The product name should always be set in Korolev Condensed Heavy. More information on this font can be found here.

Your type should be right aligned and sit neatly along the right side of the margin. It must always be shown in black.

Always take care to ensure that the point size of the product name is equal to the cap height of the Z in the Zanussi logo.

Product name example 1

In instances where the product name needs to run over multiple lines, the leading of your typography should be equivalent to 90% of the point size of your product name. For example, if your product name uses a point size of 100pt, you should use 90pt leading (0.9 x 100 pt = 90 pt).

Product name over 2 lines

When locking the product name together with additional information, we use the proportions of the Zanussi logo as a guide.

A white divider (A) must always sit directly underneath the product name. The weight of the divider should be equal to the height of the flag in the Zanussi logo (Y) in the diagram below. The width of the divider should be equal to the line length of the product name. The vertical spacing between the product name and this divider should be equal to the size of the Frame (0.25 x Z).

The model number and any product information should be positioned directly underneath the divider. This text should be set using Roboto Regular at a point size equal to 65% of the product name. For example, if your product name uses a point size of 100 pt, you should set the model number and information at 44.2 pt (0.65 x 100 pt = 44.2 pt). More information on the Roboto font can be found here.

The vertical spacing between the divider and the model number/info should be equal to the size of the Frame (0.25 x Z).

Product name placement example 3

Note: The model number and product information should always be divided by a double space to avoid any confusion between the content.

Product icons

Product icons should always be positioned underneath the model number/ info. Each icon must sit inside a white bounding box. The dimensions of the bounding box should equal 150% of the cap height of the Z in the Zanussi logo (1.5 x Z).

Text positioned underneath the icons should always be set in Roboto Regular at 12 pt/14 pt. The line length of this text must never exceed the width of the icon bounding box.

Product icons example 1
Product icons example 2

Horizontal spacing between icons should be equal to the size of the Frame (0.25 x Z).

If icons need to be stacked, the vertical spacing between them should equal to half the width of the horizontal spacing (0.12 x Z).

To ensure legibility, the icons should never be applied at a size smaller than 20 mm.

Product hero images

Product hero image example

Products should be represented on pack with a full colour image. The angle of the image should clearly depict the shape of the product inside. The product should be accurately cut out and placed on the border between the yellow content area (A) and the lifestyle imagery (B).

Products that feature transparent materials such as glass or plastics should be retouched in such a way that you can look through the transparent materials and see the design of the pack in the background (C).

A subtle drop shadow should be included on all product images (D). This adds a layer of depth and places emphasis on the product contained in the packaging. The product should feel like it’s sitting on top of the yellow content area and the lifestyle imagery, but take care not to make the drop shadow too heavy as this will detract from the bright, fresh look of the packaging.

As every product will differ in shape and dimensions, there is no set size for the product hero imagery. However, you should always take care to ensure the product is clearly visible on the pack. You must also always ensure the product hero image does not break the Frame around the edges of the panel.

Product icon dont 1

Drop shadow is too heavy

Product icon dont 2

Product hero image must not break Frame

Brand photography

The area to the left of the product hero image can be used to contain brand photography that communicates a lifestyle/benefit led message. This lifestyle imagery should always be shot from above looking directly downward. More information on types of brand imagery can be found here.

Note: Under no circumstances should you ever use room set or product hero imagery in this area. Only Lifestyle/benefit photography is suitable for our packaging. If this imagery is not available, you should leave this area blank, as shown in Section 8.02.

When commissioning or sourcing photography to occupy this area, it is essential you select imagery with an aspirational tone that concentrates on subject matter relating to the product contained inside the packaging (e.g. a blender might show imagery of a bowl of soup on a work surface). Propping for these images should be kept minimal and tasteful in order to place emphasis on the main subject of the image.
 

Do's

  • Crop to ensure subject matter is clear
  • Select a subject matter suited to the product
  • Ensure image features minimal props and features a neutral background
Brand photography example 1

Pay close attention to the shape and orientation of the area your imagery will occupy, as this will have a direct influence on the composition of the image you select for packaging. It is likely you will need to crop your image to fit this space and so it is essential that the crop doesn’t obscure your subject matter or create compositions that look misshapen and ill considered.

Dont's

Callout graphic

From time to time, it won’t be possible to use lifestyle imagery on your packaging. In these circumstances, the overall structure and layout of the panels should remain the same; the content area to the right (A) remains yellow, while the area to the left (B) should be filled in white.

The area to the left can be occupied by a callout graphic (C). These are used to draw attention to features, uses or attachments that are specific to the product.

Callout graphic example 1

The callout graphics themselves can be displayed as text only messages with white text on a black background (A), black text on a yellow background (B) or black text on a white background (C).

When required, they can also be presented alongside product photography to highlight additional attachments and accessories (D).

Callout graphic 2

To create the callout graphic, begin by setting the text for your message.

Callout text should be set in Korolev Condensed Heavy. The point size of the callout text should be equivalent to 50% the cap height of the letter Z within the Zanussi logo. When text needs to run over multiple lines, the leading should be set to 90% of the point size of your callout text. For example, if your callout uses a point size of 50 pt, you should use 45 pt leading (0.9 x 50 pt = 45 pt).

To avoid callouts that look too long on the pack, you should use no more than 3 lines of text in your callout graphics.

Note: For small packaging where it’s not possible to follow the recommended measurements, a minimum text size of 12 pt should always be observed for callout graphics.

A clear space (Y) should be observed around your callout text to ensure messaging is clearly legible. No other text, imagery or graphic elements should encroach on this space. The clear space is defined as 75% of the point size of your callout text. For example, if your callout uses a point size of 50 pt, you should observe a 37.5 pt clear space around the text on all sides (0.75 x 50 pt = 37.5 pt).

callout 3

Callout graphics can be designed with or without photography. Photography must only be used to illustrate additional accessories or attachments for the main product. In both cases, the size and shape of the graphics are built around the clear space surrounding the callout text (Y).

Callout example 4

Callouts without photography (A) feature a solid colour background that follows the outline of the clear space surrounding the text (Y). A further area, equal to double the height of the clear space (2 x Y), is then added above and an arrow is added to the top right hand corner at an angle of 45˚.

Callouts without photography (B) feature a solid colour background that follows the outline of the clear space surrounding the text (Y). A further area, equal to 4 times the height of the clear space (4 x Y), is then added above. An arrow, equal in height to double the height of the clear space (2 x Y), is added to the top right hand corner at an angle of 45˚. Accessory or attachment photography should be positioned in the additional space above the callout text. The photography should follow the same guidance as the product hero image.

Note: Lifestyle imagery or images with a background should never be used within the callout graphic.

Dont's

Callout dont 1

Don’t position the callout so the arrow points away from the product hero image

Callout dont 2

Don’t use more than one image on the callout

Callout dont 3

Don’t use more than one callout graphic on the packaging

Callout dont 4

Don’t rotate or distort the shape of the callout

8.03 Top panel

The top panel of our packaging should be kept clean, simple and bright. For this reason, there are only 2 elements you should feature on the top panel:

  • Structure & layout
  • Logo
Top panel logo

Note: In case of a packaging with a split lid, do not place the logo on the split. The logo can never be cut. Instead, place the logo in the centre on one of the top panels.

Structure and layout

The structure of the top panel is simpler than the front and sides of the packaging. Simply create a primary margin (A) and a Frame (B) with the exact same measurements as the front panel (Z and 0.25 x Z respectively).

As with the front panels, all content must sit within the area created by the primary margin.
 

Structure top panel

8.04 Bottom panel

The bottom panel of our packaging is often used for folding panels and construction lines. To avoid these interfering with content we prefer to keep this panel clean and simple. There are only 2 elements to consider on the bottom panel:

  • Structure and layout
  • Label information area
Bottom Panel

Structure and layout

The bottom panel follows the same structure as the top panel. A primary margin (A) is defined as the cap height of the Z in the Zanussi logo, and a frame (B) is created to equal a quarter of the same cap height (0.25 x Z).

Bottom structure

Label information area

The bottom panel is used to accommodate mandatory information for specific markets. This information will be printed on an additional label or printed directly onto the packaging. You should ensure a suitable area is left blank on the panel to accommodate this label (C).

The size of the space containing this information (C) and its position on the bottom panel will differ depending on the requirements of your market.

Bottom label area

8.05 Panel A

Panel A sits adjacent to the front panel of our packaging. Its main role is to convey the same product information as the front panel, but in a smaller, condensed area. As such, it uses many of the same features and information condensed to a smaller size.

  1. Structure and layout
  2. Logo
  3. Product name/information text
  4. Product icons
  5. Product hero image
Panel A example

Note: The yellow area to the left of the product image ignores the outer border and wraps around the corner of the packaging to join with the yellow panel on the front of the packaging.

Structure and layout

Panel A has a similar structure and layout to the front panel of the packaging. The primary margin (A) and the Frame (B) use exactly the same measurements as the front panel (Z and 0.25 x Z respectively). As with the front panels, all content must sit within the area created by the primary margin.

The main structural difference between Panel A and the Front Panel is the position of written content, which sits to the left of the product hero image (C). This written content area should measure two thirds the width of the overall panel.

Panel A structure and layout

Note: The yellow area to the left of the product image ignores the outer border and wraps around the corner of the packaging to join with the yellow panel on the front of the packaging.

Product name & information

8.19 example 1

The Product name should always be set in Korolev Condensed Heavy. More information on this font can be found here. Type for Panel A should be left aligned. It must always be shown in black.

The point size of the product name is equal to 70% the cap height of the Z in the Zanussi logo (0.7 x Z).

8.19 example 2

Note: The model number and product information should always be divided by a vertical bar to avoid any confusion between the content.

As with the front panel, we use the proportions of the Zanussi logo as a guide to lock the product name together with other information.

A white divider (A) must always sit directly underneath the product name. The weight of the divider should be equal to the height of the flag in the Zanussi logo (Y). The width of the divider should be equal to the line length of the product name. The vertical spacing between the product name and this divider should be equal to half the height of the Frame (0.12 x Z).

The model number and any product information should be positioned directly underneath the divider. This text should be set using Roboto Regular at a point size equal to 65% of the product name. For example, if your product name uses a point size of 100pt, you should set the model number and information at 44.2 pt (0.65 x 100 pt = 44.2 pt). More information on the Roboto font can be found here.

The vertical spacing between the divider and the model number/info should be equal to half the height of the Frame (0.12 x Z).

8.19 example 3

Additional product descriptions (B) can be added beneath the product code on this panel. Description text should always be set using Roboto Regular or Bold at 12pt on 14pt leading.

We recommend keeping the description text to a maximum of 4 - 5 lines.

Product icons

Panel A product icons example

Product icons should always be positioned underneath the model number/info. Each icon must sit inside a white (THIS MAY CHANGE TO YELLOW) bounding box. The dimensions of the bounding box should equal the full height of the Zanussi logo (Y) excluding the flag.

Text positioned underneath the icons should always be set in Roboto Regular at 10 pt/12 pt. The line length of this text must never exceed the width of the icon bounding box.

Horizontal spacing between icons should be equal to the size of the outer border (0.25 x Z).

If icons need to be stacked, the vertical spacing between them should equal to half the width of the horizontal spacing (0.12 x Z).

Product hero images

Guidance on product hero imagery can be found here.

8.06 Panel B

Panel B example

Panel B sits adjacent to the front panel of our packaging. Its main role is to carry additional product information and translations in multiple languages.

  1. Structure and layout
  2. Logo
  3. Translation text
  4. Label panel

Structure and layout

Panel B structure and layout

Panel B uses exactly the same measurements as the front panel to create the primary margin (A) and Frame (B) (Z and 0.25 x Z respectively). As with the front panel, all content must sit within the area created by the primary margin.

In addition to the margin and Frame, Panel B divides the working area into a simple grid structure. Divide the space inside the primary margin (A) into 3 equal columns. The gutter between these columns (C) should be equal to 5% the width of the area inside the margin.

Translation text

Wherever possible, the translation should be distributed evenly across the 3 columns however, when that’s not possible you can change the number of columns to better reflect the content you are working with.

The translation text (A) should be presented using 7pt Roboto Regular type on 7.3pt leading. This text should always be black. Initials for each corresponding language (B) should appear before the translation text.

Panel B translation text example

Label panel

Panel B label example

In addition to translation text, Panel B is also used to accommodate additional mandatory information for specific markets.

You should ensure a suitable area is left blank on the packaging to accommodate this information (A).

The position of this space is flexible and should be moved to sit alongside the translation text and Zanussi logo so that it looks neat and tidy.