Finish Guidelines 2018 PDF

GLOBAL
PACKAGING
GUIDELINES
NOVEMBER 2018

Finish Global Packaging Guidelines Last page viewed Contents < > 2
CONTENTS
03 INTRODUCTION 39 SECTION 2: 91 SECTION 3: SECTION 4:

132
04 DETERGENT TIERS OVERVIEW
DETERGENT PACKAGING POWER GEL PACKAGING
FURTHER IN FORMATION
05 POWER GEL OVERVIEW Specifications (Europe)
Specifications (Europe) 133 Appendices
06 ADDITIVES OVERVIEW 40 Scaling principles 92 Front of pack: Lemon Degreaser variant 134 US pack range
93 Front of pack: Hygiene variant
41 Classic Tier 135 Contacts
94 Front of pack: Shine & Protect variant
SECTION 1:
07 42
43
Front of pack
Back of pack
95 Front of pack: Fresh Burst variant
MASTER ELEMENTS 44
45
Around the pack
Front of pack: Dual language
96 Back of pack
08 Overview of master elements 46 Back of pack: Multi language

09 Master elements on pack
47 Around the pack: Dual / multi language SECTION 3:
97
Brand mark
48 All in 1 Tier
ADDITIVES PACKAGING
10 Master versions
49
50
Front of pack
Back of pack

Specifications (Europe)
11 On pack: Lock-up with glass illustration
51 Around the pack 98 Rinse aid
12 On pack: Positioning 52 Front of pack: Dual language 99 Front of pack
13 Off pack: Versions and clear space 53 Back of pack: Multi language 100 Front of pack – Lemon
14 Don’ts 54 Around the pack: Dual / Multi language 101 Around the pack: Single / Dual language
Colour 102 Front of pack: Dual language
55 All in 1 MAX Tier
15 Colour palette 56 Front of pack 103 Front of pack – Lemon: Dual language
16 Colour use: Tier colours 57 Back of pack 104 Around the pack: Dual / Multi language
Typography 58 Front of pack: Dual language 105 Dishwasher cleaner – Liquid
17 Fonts 59 Back of pack: Dual language 106 Front of pack
18 Fonts: Using BigBang 60 Quantum Tier 107 Front of pack – Lemon
19 Type usage on pack 61 Front of pack: Without flanker 108 Back of pack: Dual language
20 Typographic lock-ups: Overview 62 Front of pack: With lemon flanker 109 Front of pack: Dual language
21 Detergent: Tier name and tier claim lock-ups 63 Back of pack 110 Front of pack – Lemon: Dual language
22 Detergent: Tier name and tier claim lock-ups 64 Front of pack: Dual language 111 Back of pack: Multi language
– Dual language 65 Back of pack: Multi language 112 Dishwasher cleaner – Tabs
23 Detergent: Tab count lock-up
66 Promotions and flashes 113 Front of pack
24 Detergent: Proof point and endorsement lock-ups
67 Overview 114 Back of pack: Dual language
25 Detergent: Proof point and endorsement lock-ups
115 Front of pack: Dual language
– Dual language 68 Banners: Overview
69 Permanent banners: Visual style 116 Back of pack: Multi language
Backgrounds and rays 70 Temporary banners: Visual style 117 Freshener
26 Tiered system 71 Banners: Classic and All in 1 118 Front of pack
The Chevron 72 Banners: All in 1 Max 119 Back of pack: Dual language
27 Tiered system 73 Banners: Quantum 120 Front of pack: Dual language
74 Banners: Dual language overview 121 Back of pack: Multi language
The Powerball 75 Banners: Don’ts
28 Overview 122 Protector
76 Temporary tab bar: Overview
29 Tab visual – Tiered system 123 Front of pack
77 Temporary tab bar: Visual style
30 Tab visual and tab count relationship 124 Around the pack: Single / Dual language
78 Temporary tab bar: Size and position
125 Front of pack: Dual language
Flanker 79 Temporary tab bar: Classic
126 Around the pack: Dual / Multi language
31 Composition and sizing 80 Temporary tab bar: All in 1
32 Don’ts 81 Temporary tab bar: All in 1 Max 127 Salt
82 Temporary tab bar: Quantum 128 Front of pack
Power Gel 83 Temporary tab bar: Don’ts 129 Around the pack: Single / Dual language
33 All elements 130 Front of pack: Dual language
84 NEW flash: Overview
34 Typography: Core lock-ups 131 Around the pack: Dual / Multi language
85 NEW Flash: Visual style
35 Typography: Variant lock-ups
86 NEW Flash: Classic
Additives 87 NEW Flash: All in 1
36 All elements 88 NEW Flash: All in 1 Max
37 Typography: Lock-ups 89 NEW Flash: Quantum
90 NEW Flash: Don’ts
“
The Finish Global packaging guidelines are a key element
in achieving a consistent global brand identity.
Why we need guidelines How to use these guidelines
They are aimed at those responsible for managing These guidelines are designed to help the user
and building the Finish brand. They provide clear, understand and conform to the correct guidelines.
concise and easy to follow instructions for the
It provides a detailed description of the individual
implementation of the master packaging system.
elements that make up the Finish brand and
The guidelines are an important tool in ensuring
provides guidance on its implementation.
that the Finish brand is visualised correctly and
consistently across all packaging applications Information is provided about some basic
Finish elements, including the brand mark, colour,
It is for immediate use in all markets where the
typography, supporting graphic devices and
Finish brand currently exists.
composition. They describe how all these elements
come together to create a look and feel that is
uniquely Finish.
“
Together we need to follow the design principles
consistently to help maintain Finish as a market
leader and add strength to its growth and
recognition around the world.
0DETERGENT TIERS: OVERVIEW
FORMATS
CLASSIC and ALL IN 1 come in box format.
ALL IN 1 MAX and QUANTUM come in DOY format.
Specifications for detergent packs are in Section 2.
CLASSIC ALL IN 1 ALL IN 1 MAX QUANTUM

POWER GEL: OVERVIEW
FORMATS Please note: The new version of our font ‘BigBang’ has not yet
Power Gel is part of the ALL IN 1 MAX tier, but is a
separate product range. Our Power Gel comes in 4 been applied to our Additives range. These products currently use
variants, Lemon Degreaser, Hygiene, Shine & Protect
and Fresh Burst.
the old version, called ‘Big-Bang’, and will be updated.
Specifications for Power Gel packs are in Section 3.
Stage 16 Option 1B
5045322 Concentrated Gels
WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6
FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING
AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE
FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE
D
R
D
D
R
R
C C C C
E
E
E
E
E
OM D OM D OM D OM D
MEN MEN MEN MEN
LEMON HYGIENE SHINE & PROTECT FRESH BURST

DEGREASER WITH ACTIVE ENZYMES
HYGIENE WITH ACTIVE ENZYMES
WITH GLASS PROTECTION ACTION
SHINE & PROTECT
WITH MALODOUR ACTION
FRESH BURST
LEMON DEGREASER WITH MALODOUR ACTION
More 3D swirl coming out from the centre

ALL IN 1 MAX: ALL IN 1 MAX: ALL IN 1 MAX: ALL IN 1 MAX:
and less splash to make it feel more like an icon
LEMON DEGREASER HYGIENE SHINE & PROTECT FRESH BURST

ADDITIVES: OVERVIEW
FORMATS Please note: The new version of our font ‘BigBang’ has not yet
Our additives range includes Rinse Aid, Dishwasher
Cleaner (liquid and tabs), Freshener, Protector and Salt. been applied to our Additives range. These products currently use
Specifications for additives packs are in Section 4. the old version, called ‘Big-Bang’, and will be updated.
RINSE AID DISHWASHER CLEANER
FRESHENER PROTECTOR SALT

1
MASTER
Finish Global Packaging Guidelines / Master Elements
ELEMENTS
Finish Global Packaging Guidelines / Master Elements
Contents < > 15
Contents < > 17
COLOUR
COLOUR PALETTE TYPOGRAPHY
FONTS
CORE COLOURS
Our core colours are the colour of our brand.
We use these colours on all of our packaging.
CORE COLOURS
We use three fonts on front of pack and for
any headline that appears on back of pack.
Only Klavika can be used as a body copy font
for large areas of text that appear on back of
BIGBANG
ABCDEFGHIJKLMNOPQRSTUVWXYZ Please note that BigBang needs to
pack. It comes in a variety of weights to allow be manually adjusted to look like this.
TIER COLOURS 1234567890
See next page for details.
for design flexibility.
Our tier colours are used very specifically to
differentiate between our 4 detergent tiers BIGBANG ADJUSTMENTS
and create a sliding scale of good (CLASSIC)
to premium (QUANTUM) – see page XX.
They may be used for future pack ranges
Finish
We use a typeface called BigBang for most
typography on the front of pack, but we need
Blue
to make several adjustments (including angle
and character thickness) from the original font.
NEO TECH STD
NEO TECH STD MEDIUM NEO TECH STD BOLD
which need to create a sliding scale of good This is explained in detail on the next page Finish White
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
to premium. but please be aware that BigBang needs to
be manually adjusted.
Red ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 1234567890
PROMOTION COLOURS
KLAVIKA
Our promotion colours are used together
for tactical on pack promotions and flashes. Pantone 288c Pantone 485c c0 m0 y0 k0
c100 m88 y27 k18 c0 m94 y94 k0
Please use the Pantone colours specified here. KLAVIKA LIGHT KLAVIKA LIGHT ITALIC
If Pantone cannot be used, please use the abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
CMYK breakdowns we have recommended. TIER COLOURS ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 1234567890
CLASSIC TIER ALL IN 1 TIER ALL IN 1 MAX TIER QUANTUM TIER
KLAVIKA REGULAR KLAVIKA REGULAR ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 1234567890
Finish Finish Finish Finish Finish
Cyan Green Red Purple
KLAVIKA MEDIUM Silver KLAVIKA MEDIUM ITALIC
Pantone 306c Pantone 369c Pantone 485c abcdefghijklmnopqrstuvwxyz
Pantone 2603c TBC abcdefghijklmnopqrstuvwxyz
Finish Global Packaging Guidelines / Master Elements Last page viewed Contents < > 8
OVERVIEW OF MASTER ELEMENTS
BRAND MARK WITH GLASS ILLUSTRATION BACKGROUNDS AND RAYS

Finish Powerball version Finish version Classic All in 1 All in 1 Max Quantum Gels and Additives
POWERBALL
CHEVRONS
COLOURS
Core colours
TAB VISUALS
Finish Finish White
Blue Red
Tier colours

Cyan Green Red Purple Silver
Promotion colours
Finish Finish
Yellow Red
FONTS TYPOGRAPHIC LOCK-UP examples FLANKER examples

Proof points
BigBang Detergent Power Gel Additives APPLE
LIME
BLAST
(ADJUSTED)
KLAVIKA Tier name and tier claim Tab counts
NEO TECH STD 42

42 60
60 48
48 48
48
APPLE
LIME
BLAST
APPLE
MASTER ELEMENTS ON PACK
Here is an overview of the key elements

on our detergent packs.
BOX PACK DOY PACK

CLASSIC EXAMPLE QUANTUM EXAMPLE
Endorsement
bar (Quantum
specific)
Proof
point
Glass
illustration
Glass
illustration Finish Powerball
Brand Mark
Finish Powerball
Brand Mark Background
and rays
Background
Tab
(and rays for
count Tab visual
ALL IN 1)
Tab
count Tab visual
Flanker
Flanker SRP
height
Chevron Chevron
Tier name Tier claim Tier name Tier claim

BRAND MARK
MASTER VERSIONS
We have two brand mark master versions: FINISH POWERBALL BRAND MARK
1. THE FINISH POWERBALL BRAND MARK
2. THE FINISH BRAND MARK
Use for all Finish SKUs which
Both of our brand marks feature:
feature a Powerball in the
– Finish name mark product format.
– The Shine
– White border The Shine
Both of our brand marks are locked-up to our

Finish name mark
glass illustration when used on pack. They are
used without the glass illustration for off-pack
White border
communications
POWERBALL Red bar with
FINISH POWERBALL BRAND MARK POWERBALL
This brand mark is used on packaging and
communications for all Finish SKUs that
feature a Powerball in the product format.
It features a red bar under the Finish word mark
containing the name POWERBALL.
FINISH BRAND MARK FINISH BRAND MARK

This brand mark is used on packaging and Use for all Finish SKUs which
communications for all Finish SKUs that DO NOT
feature a Powerball in the product formats, DO NOT feature a Powerball
for example, Power Gel and additives packaging.
in the product format.
It features a red bar under the Finish word mark
containing no name or words. The Shine
COLOURING Finish name mark

Our brand marks are coloured with:
White border
Finish Finish White Red bar
Blue Red
Please refer to page 15 for colour specifications

and breakdowns.
BRAND MARK
ON PACK: LOCK-UP WITH GLASS ILLUSTRATION
On pack, we lock our brand mark masters to the FINISH POWERBALL BRAND MARK WITH GLASS
glass illustration, as shown right. These lock-ups
are available as artwork files.
The position and size of both have been carefully
scaled to work in relation to each other. Never try
to change this size relationship. Always scale the
EXAMPLE USE...
brand mark and glass illustration proportionally Finish Powerball brand mark
as a whole and never as two separate elements.
Always use the master artwork files.
Glass illustration
FINISH POWERBALL BRAND MARK WITH GLASS
POWERBALL
This is used on pack for all Finish SKUs that
feature a Powerball in the product format.
FINISH BRAND MARK WITH GLASS

This is used on pack for all Finish SKUs that DO
NOT feature a Powerball in the product formats,
for example, Power Gel and additives packaging. Powerball detergent packaging
BRAND MARK WITHOUT GLASS

The brand mark (shown on previous page) can be
used where there are space restrictions and scale, FINISH BRAND MARK WITH GLASS
e.g. side of pack and SRPs.
EXAMPLE USE...
Stage 16 Option 1B
Finish brand mark 5045322 Concentrated Gels
WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WA
26+6
Glass illustration FAST DISSOLVING
AMAZING SHINE
FAST DISSOLVING, AMAZING SHINE
FAST DISSOLVING
AMAZING SHINE
FAST DIS
AMAZING
FAST DISSOLVING,
D
R
R
C C C
E
E
E
OM D OM D OM D
MEN MEN MEN
LEMON HYGIENE SHINE & PR

WITH GLASS PRO
SHINE & PROTECT
LEMON DEGREASER
WITH GLASS PROTEC
Power Gel and additives packaging

BRAND MARK
ON PACK: POSITIONING
HORIZONTALLY CENTRED MEASURING THE HORIZONTAL CENTRE OF BRAND MARK DETERGENT PACK PLACEMENT
On pack, the brand mark is horizontally centred.
The horizontal centre of the brand mark is the DON’T place the
centrepoint between the two outer edges of brand mark here 25% X
the white border.
Do not include the glass illustration when
measuring the centrepoint. The glass must
however remain locked to the brand mark.
X
SCALE TO CORRECT HEIGHT DON’T place the

Once horizontally centred, the brand mark is brand mark here 40% X
scaled to a specific height that is proportional to
the height of the front of pack. The correct height
proportion for your pack is specified in the relevant
POWERBALL
packaging section later in this document.
PLACEMENT ON DETERGENT PACKS

When X is the height of the front of pack, the
vertical positioning of the brand mark on detergent
packs must never appear within 25%X from the top
or within 40%X from the bottom. This rule allows
for some flexibility to move the brand mark lower Horizontal centre of brand mark
on the pack when a promotions banner is used at
the top, while overall helps us achieve consistency.
HORIZONTALLY CENTRE ON PACK
Then scale to
correct height,
specified in the relevant
packaging section.
Horizontal centre of brand mark aligned with horizontal centre of pack

BRAND MARK
OFF PACK: VERSIONS AND CLEAR SPACE
Use the full colour brand mark whenever possible. FINISH POWERBALL BRAND MARK VERSIONS – FOR OFF PACK USE
When there are printing restrictions, either the
two- or one-colour versions can be used.
To maintain legibility and integrity, the brand
marks have an off-pack clear space where no type,
graphics or busy area of an image can encroach
within. This space is the width of the ‘n’ in the POWERBALL POWERBALL
Finish word mark.
For point of sale and merchandise displays, FULL COLOUR TWO-COLOUR ONE-COLOUR
please use the brand mark rather than the
brand mark with glass.
FINISH BRAND MARK VERSIONS – FOR OFF PACK USE
FULL COLOUR TWO-COLOUR ONE-COLOUR
OFF PACK CLEAR SPACE
POWERBALL
BRAND MARK
DON'TS
P O W E R B A L L
POWERBALL
POWERBALL
POWERBALL
POWERBALL
THE ABOVE BRAND MARK IS CORRECT. DON’T change the size and positioning DON’T distort the brand mark DON’T separate the brand
relationship between the brand mark and/or the glass illustration. mark elements.
The brand mark must NEVER be altered or
and the glass illustration.
recreated in any way to ensure its integrity
and legibility.
POWERBALL POWERBALL
DON’T change individual elements DON’T remove any of the brand DON’T try to recreate the brand
of the brand mark, such as colour. mark elements. mark using a new font style.
COLOUR
COLOUR PALETTE
CORE COLOURS
CORE COLOURS
Our core colours are the colour of our brand.
We use these colours on all of our packaging.
TIER COLOURS
Our tier colours are used very specifically to
differentiate between our 4 detergent tiers
and create a sliding scale of good (CLASSIC)
to premium (QUANTUM) – see page 16.
Finish
Blue
They may be used for future pack ranges
which need to create a sliding scale of good Finish White
to premium. Red
PROMOTION COLOURS
Our promotion colours are used together
for tactical on pack promotions and flashes. Pantone 288c Pantone 485c c0 m0 y0 k0
c100 m88 y27 k18 c0 m94 y94 k0
Please use the Pantone colours specified here.
If Pantone cannot be used, please use the
CMYK breakdowns we have recommended. TIER COLOURS
CLASSIC TIER ALL IN 1 TIER ALL IN 1 MAX TIER QUANTUM TIER

Cyan Green Red Purple Silver
Pantone 306c Pantone 369c Pantone 485c Pantone 2603c TBC
c80 m4 y5 k0 c67 m12 y94 k1 c0 m94 y94 k0 c67 m99 y0 k0
PROMOTION COLOURS
Finish Finish
Yellow Red
Pantone 107c Pantone 485c
c0 m0 y90 k0 c0 m94 y94 k0
COLOUR
COLOUR USE : TIER COLOURS
Each of the detergent 4 detergent tiers

TIER 1 – CLASSIC TIER 2 – ALL IN 1
use a different coloured colour for visual
assets such as the chevron, the proof point
Finish Finish
bar and the tab count lock-up. Cyan Finish Green Finish
proof Cyan proof Green
CLASSIC – Finish Cyan point bar point bar
ALL IN 1 – Finish Green
Tab count Tab count lock-up keyline gradient Tab count Tab count lock-up keyline gradient
All in 1 MAX – Finish Red lock-up lock-up
QUANTUM – Silver and Finish Purple keyline keyline
The chevron and proof point (or endorsement)

gradient
Finish
42 60 48 gradient
Finish
48 42 60
bar use flat colour. The keyline on the tab
Cyan Green
count lock-up uses a gradient of the colour. Chevron Location: Chevron Location:
50 50
Alongside the different backgrounds used
per tier, this colour use helps to distinguish Tab count lock-up keyline gradient Tab count lock-up keyline gradient
and visually create a sliding scale of good
(CLASSIC) to premium (QUANTUM).
Finish Finish Finish Finish
Cyan Cyan Green Green
Location: 65 0% opacity Location: 65 0% opacity
Location: 100 Location: 100
TIER 3 – ALL IN 1 MAX TIER 4 – QUANTUM

Finish
Finish Silver
Red Finish Finish Finish
Red proof Silver Purple
proof point bar
point bar
Tab count Tab count lock-up keyline gradient Tab count Tab count lock-up keyline gradient
lock-up lock-up
keyline keyline
42 gradient
Finish
60 4842 48 60 gradient
Finish
48 48
Red Silver
Chevron Chevron
Location: Finish Purple Location:
50 Rays in background 50
Tab count lock-up keyline gradient Tab count lock-up keyline gradient

Red Red Silver Silver
Location: 65 0% opacity Location: 65 0% opacity
Location: 100 Location: 100
TYPOGRAPHY
FONTS
We use three fonts on front of pack and for

any headline that appears on back of pack.
Only Klavika can be used as a body copy font
for large areas of text that appear on back of
BIGBANG
ABCDEFGHIJKLMNOPQRSTUVWXYZ Please note that BigBang needs to
pack. It comes in a variety of weights to allow be manually adjusted to look like this.
1234567890
for design flexibility. See next page for details.
BIGBANG ADJUSTMENTS
We use a typeface called BigBang for most
typography on the front of pack, but we need
to make several adjustments (including angle
and character thickness) from the original font.
NEO TECH STD
NEO TECH STD MEDIUM NEO TECH STD BOLD
This is explained in detail on the next page abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
but please be aware that BigBang needs to ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
be manually adjusted. 1234567890 1234567890
KLAVIKA
KLAVIKA LIGHT KLAVIKA LIGHT ITALIC
1234567890 1234567890
KLAVIKA REGULAR KLAVIKA REGULAR ITALIC

1234567890 1234567890
KLAVIKA MEDIUM KLAVIKA MEDIUM ITALIC

1234567890 1234567890
KLAVIKA BOLD KLAVIKA BOLD ITALIC

1234567890 1234567890 £$%!/+(.,:;)
TYPOGRAPHY
FONTS: USING BIGBANG
BigBang needs to be manually adjusted. SIMPLE METHOD

When we use the BigBang font, we add a keyline
to increase the type weight and we also add a
5 degree shear angle. The keyline weight needs
SET TEXT IN 31pt BIGBANG,
to stay in proportion to the type point size.
SIMPLE METHOD
The easiest way to ensure you are using BigBang
ADD 1pt KEYLINE,
in the correct way is to set your text in 31pt
BigBang, add a 1pt keyline, and a 5 degree shear
angle. Then simply increase or decrease your type
ADD 5° SHEAR ANGLE,
THEN SCALE TO DESIRED SIZE.
to the desired size, ensuring that the keyline
width is scaling with it
BIG BANG CONVERTER

If you have a job using our old typeface,
Big-Bang or Big-BangX, you can use
our Microsoft Excel asset ‘Big Bang Converter’ BIG BANG CONVERTER
to work out the equivalent font size and stroke
that needs to be used for our new BigBang
font, to create the closest possible conversion
(see example, opposite). Don’t forget to also
add a 5 degree shear angle. First, open ‘Big Bang Converter’ in Microsoft Excel. Then, type in original font size. The converter will work out the
correct font size and stroke size to apply our new BigBang font.
MANUAL CONVERSION
If you have a job using our old typeface,
Big-Bang or Big-BangX, and do not have our
Microsoft Excel asset ‘Big Bang Converter’,
please make the following manual conversions: Please note: The new version of our font ‘BigBang’ has not yet been
1 Use a point size 7% bigger for BigBang than applied to our Power Gel or Additives ranges. These products currently
the size used for our old typeface, Big-Bang
Original or Big-BangX, e.g. 29pt x 1.07 = 31pt. use the old version, called ‘Big-Bang’, and will be updated.
2 Use a keyline width 3.2% the size of the
new point size, e.g. 31pt x 0.032 = 1pt.
3 Add a 5 degree shear angle.

TYPOGRAPHY
TYPE USAGE ON PACK
Here is an overview of the typeface usage on our detergent packs.

We use defined lock-ups for tier name and benefits, tab counts and
claims and endorsements. Once set they are scaled to a specific
height that is proportional to the height of the front of pack.
These lock-ups are explained in detail over pages 20-25.
LOCK-UPS FONTS
Proof point
lock-up Proof point text:
See page 24
BigBang
Tab count Tab count text:

lock-up BigBang
See page 23
Flanker text:
Neo Sans Bold Italic
Tier name
and tier claim Tier name
lock-up and tier claim:
See page 21 BigBang
TYPOGRAPHY
TYPOGRAPHIC LOCK-UPS: OVERVIEW
DETERGENT PACKAGING
DETERGENT TIERS
We have fixed typographic lock-ups
for the following parts of out detergent
front of pack designs:
• Tier name and tier claim
• Tab counts
• Proof points and endorsements
All of the lock-ups are available on the

master artworks. Wherever possible, use
the exact lock-up from the artwork and
do not recreate them.
TIER NAME AND TIER CLAIM LOCK-UPS – See page 21
Each of these lock-ups is scaled to a specific
height that is proportional the size of the
front of pack. The correct height proportion
for your pack is specified in the relevant
packaging section later in this document.
TAB COUNT LOCK-UPS – See page 23
POWER GEL PACKAGING
42 60 4242 48426060 48604848 4848

48 48
The same principle applies to lock-ups that
are specific to the Power Gel packaging for
• ALL IN 1 MAX POWER GEL name
• Variant illustration and name
• Proof point
• Promotion PROOF POINTS AND ENDORSEMENT LOCK-UPS – See page 24
ADDITIVES PACKAGING
The same principle applies to lock-ups that
are specific to the additives packaging for
• Product names
• Proof point POWER GEL PACKAGING LOCK-UPS – See pages 34-35 ADDITIVES PACKAGING LOCK-UPS – See page 37-38
ALL IN 1 MAX Variant illustration Proof points Promotion Product names Proof points
POWER GEL name and name
TYPOGRAPHY
DETERGENT: TIER NAME AND TIER CLAIM LOCK-UPS
All of the tier name and tier claim lock-ups CLASSIC

are available on the master artworks. Tier name Tier claim
Tier name
Colour: White. Colour: White.
Name shadow
height that is proportional to the size of Name shadow Tier claim shadow
the front of pack. The correct height Colour: 50% Finish Blue Colour: 50% Finish Blue
set to multiply. set to multiply.
proportion for your pack is specified in
23° Tier claim Tier claim shadow
Section 2 of this document.
All tier name and tier claim text
is set in BigBang.
ALL IN 1
Tier names and tier claims are visually Exactly the same as CLASSIC.
centred with each other.
TIER CLAIM
Please note: The tier claims are set at an
increased shear angle of 23 degrees, instead
of the normal BigBang conversion shear angle
of 5 degrees explained on page 18.)
ALL IN 1 MAX
SHADOW TEXT Exactly the same as CLASSIC.
The shadow text for both the tier name and
tier claim is set at the same sizes as the tier
name and tier claim, but has a thick keyline
around it. It is also off-set to be on a slightly
lower baseline.
QUANTUM
Tier name Tier name Tier claim
Name shadow Colour: Finish Blue. Colour: Finish Blue.
Tier name shadow Tier claim shadow
Colour: White. Colour: White.
23° Tier claim Tier claim shadow

TYPOGRAPHY
DETERGENT: TIER NAME AND TIER CLAIM LOCK-UPS – DUAL LANGUAGE
For dual language, the tier claim translation

is set directly under the first language,
in the same style at the same size.
TYPOGRAPHY
DETERGENT: TAB COUNT LOCK-UPS
All of the tab count lock-ups are available Number alignment

The number is horizontally aligned to left of
42 60 48 48
on the master artworks.
tab count and vertically centred in tab count.
height that is proportional to the size of
the front of pack. The correct height
TAB SHAPE
The outer shape is defined by a keyline coloured
with a gradient specific to the product tier. LINES OF TEXT
For different size packs the width of the tab
48
48
48 48
48
48 48
48
48
can be slightly adjusted to ensure the tab
ranges left with the brand mark and the right,
curved edge sits under the tab visual (see tab ONE
ONE
ONE ONE
ONE
ONE ONE
ONE
TWO
ONE
TWO
TWO
visual and tab count relationship on page 30). TWO
TWO
TWO THREE
THREE
THREE
TYPOGRAPHY
All tab count type is set in BigBang. One line of text Two lines of text Three lines of text
is visually aligned with is visually aligned with the top is visually aligned with the top
The number is horizontally aligned to left of the top of the number. and bottom of the number. and bottom of the number.
tab count and vertically centred in tab count.
The following text (i.e. ‘TABS’) is visually aligned
with the top of the number. If it is two or three KEYLINE GRADIENTS – TIER SPECIFIC
lines of text then it is also visually aligned with CLASSIC ALL IN 1 ALL IN 1 MAX QUANTUM
the bottom of the number.
TIER SPECIFIC COLOURING

42
The keyline gradients shown in the colour
section are repeated here for reference.
60 4242 48426060 48604848 48
4848 48
Note: Loc = Location Loc: Loc: Loc: Loc: Loc: Loc: Loc:
50 50 50 80 40 76 55
Finish Finish Finish Finish Finish Finish c45 White c45 White c45
Cyan Cyan Green Green Red Red m34 100% m34 100% m34
Loc: 65 0% opacity 100% 0% 100% 0% y32 opacity y32 opacity y32
Loc: 100 opacity opacity opacity opacity k12 Loc: 25 k12 Loc: 69 k12
Loc: 65 Loc: 100 Loc: 65 Loc: 100 100% 100% 0%
opacity opacity opacity
Loc: 0 Loc: 47 Loc: 100
TYPOGRAPHY
DETERGENT: PROOF POINT AND ENDORSEMENT LOCK-UPS
All of the proof points and endorsements CLASSIC CLASSIC, ALL IN 1 & ALL IN 1 MAX
lock-ups are available on the master artworks. PROOF POINT LOCK-UPS
Each of these lock-ups is scaled to a specific #1
Recommended This is an outlined graphic with effects
height that is proportional to the size of applied. Please use the graphic from the
the front of pack. The correct height artwork and do not attempt to recreate.
Recommended
Section 2 of this document. Colour: White with a drop shadow.
Proof point bar in Finish Cyan Proof point text
PROOF POINT LOCK-UPS Claim text
Colour: White.
CLASSIC, ALL IN 1 and ALL IN 1 MAX use the ALL IN 1
Left aligned with ‘Recommended’.
same lock-up for proof points. QUANTUM uses a Vertically centred in claim bar.
different lock-up.
Proof point bar
This can be extended to accommodate
TYPOGRAPHY the amount of text in the proof point line.
All proof points type is set in BigBang.
Coloured in:
CLASSIC – Finish Cyan
TIER SPECIFIC COLOURING Proof point bar in Finish Green All in 1 – Finish Green
The colours specific for each tier are used All in 1 MAX – Finish Red
to colour the proof point bars, shown opposite. ALL IN 1 MAX
Proof point bar in Finish Red, extended for longer text
QUANTUM QUANTUM ENDORSEMENT LOCK-UP

#1 in circle
This is an outlined graphic with effects
applied. Please use the graphic from the
artwork and do not attempt to recreate
Tested and recommended
Colour: Finish Blue.
Endorsement logos and keylines
#1 in circle is scaled independently and centred Logos and keylines in Finish Blue.
vertically with bottom of silver proof point bar
Endorsement bar
Across the top of pack, coloured in silver.
TYPOGRAPHY
DETERGENT: PROOF POINT AND ENDORSEMENT LOCK-UPS – DUAL LANGUAGE
CLASSIC, ALL IN 1 & ALL IN 1 MAX CLASSIC

For dual language, the proof point translation
is set directly under the first language, in the
same style at the same size.
‘#1’ and ‘Recommended’ are not translated.
CLASSIC, ALL IN 1 & ALL IN 1 MAX

For dual language, the ‘Tested and
recommended...’ translation is set directly
under the first language, in the same style ALL IN 1
at the same size.
ALL IN 1 MAX
QUANTUM
BACKGROUNDS AND RAYS

TIERED SYSTEM
Each of the detergent 4 product tiers RAYS RAY COVERAGE GELS AND ADDITIVES
display a different background on-pack, Each tier, except CLASSIC, uses a bespoke Always ensure that the Ray in the background Separate to the detergent tiers, all
which alongside the colour use per tier, Ray graphic. The Rays are gradually more of these 3 tiers is visible to the left and right Power Gel packaging and additive
helps to distinguish and visually create prominent and visible as we move up the tiers. edges of the front of pack. It is essential that packaging display a fifth background
a sliding scale of good (CLASSIC) to the ray is visible on the left of the logo and on designed to work across the range.
Each background has a base colour of Finish
premium (QUANTUM). the right of the glass
Blue, with the rays added on top
RAYS
TIER 1 – CLASSIC TIER 2 – ALL IN 1 TIER 3 – ALL IN 1 MAX TIER 4 – QUANTUM GELS AND ADDITIVES
BACKGROUND ONLY BACKGROUND ONLY BACKGROUND ONLY BACKGROUND ONLY BACKGROUND ONLY
Stage 16 Option 1B
5045322 Concentrated Gels
WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6
FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING
AMAZING SHINE AMAZING SHINE AMAZING SHINE
FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE
R
D
D
R
R
C C C C
E
E
E
E
E
OM D OM D OM D OM
MEN MEN MEN
LEMON HYGIENE SHINE & PROTECT

SHINE & PROTECT
LEMON DEGREASER
ON PACK ON PACK ON PACK ON PACK ON PACK

More
and
THE CHEVRON
TIERED SYSTEM
Each of the detergent 4 product tiers The Chevron is horizontally centred on pack.
display a different coloured Chevron.
The tablet visual is centred over the top
CLASSIC – Finish Cyan area of the Chevron. The lock-up between
ALL IN 1 – Finish Green the tablet visual and the Chevron should
All in 1 MAX – Finish Red always remain the same as provided in
QUANTUM – Silver the master artwork.
DON’T change the Chevron edge colour DON’T change the Chevron edge colour
TIER 1 – CLASSIC TIER 2 – ALL IN 1 TIER 3 – ALL IN 1 MAX TIER 4 – QUANTUM
CHEVRON ONLY CHEVRON ONLY CHEVRON ONLY CHEVRON ONLY

Cyan Green Red Silver
TBC
ON PACK ON PACK ON PACK ON PACK

THE POWERBALL
The Powerball is our unique selling

point.It is the key visual asset in
our detergent packaging, that makes
us stand apart from our competitors
WHY?
Our objective is for consumers to stop in their tracks
when they see Finish packaging as they instantly
recognise our unmistakably unique USP.
HOW?
We use the Powerball to demand consumers’ attention
creating a visual hotspot on pack, which asserts Finish’
marked USP vs competitors.
The Powerball is delivered via a different tab visual
on pack for each of our detergent product tiers.
THE POWERBALL
TAB VISUAL – TIERED SYSTEM
Each of the detergent 4 product tiers for all QUANTUM packaging, except those All of the tab visuals are available as
display a different tab visual on pack, that feature a Lemon Sparkle flanker. master artworks. NEVER alter or recreate
which alongside the colour use per tier, QUANTUM Lemon Sparkle uses a yellow any of the tab visuals in any way to ensure
helps to distinguish and visually create and white version of it’s tab visual. consistency and accuracy.
a sliding scale of good (CLASSIC) to
Our tablet visuals are centred over the top
premium (QUANTUM).
area of the Chevron. The lock-up between
The QUANTUM tier uses two colour the tablet visual and the Chevron should
variations of the same tab visual. A blue always remain the same as provided in
and white coloured tab visual is used the master artwork.
This tablet visual the default This tablet visual is used for
version for QUANTUM packs. QUANTUM Lemon Sparkle only.
ON PACK ON PACK ON PACK ON PACK ON PACK

THE POWERBALL
TAB VISUAL AND TAB COUNT RELATIONSHIP
The tablet visual is centred over the top

area of the Chevron. The lock-up between ADJUSTING TAB COUNT
60 60
the tablet visual and the Chevron should LOCK-UP WIDTH
always remain the same as provided in For different size packs
the master artwork. the width of the
The tab count lock-up ranges left with tab count lock-up
the brand mark and the far right section keyline can be slightly
of the keyline sits under the tab visual. adjusted to ensure
the keyline keeps the
The tab count lock-up has a slightly Before adjustment
same relationship with
different relationship with each of our the tab visual as shown
60 60 60
four tab visuals. These are explained next in the visuals this page.
to the four visuals, shown below.
Adjusted width example
Tab count lock-up Tab visual centred

ranged left with brand over the chevron
mark for all tiers for all tiers
Top of keyline is above tab visual and can Top of keyline is above tab visual and can Top of keyline is level with the middle of the Top of keyline can be seen curving into the
be seen curving into the top corner of the be seen curving into the bottom half of the Powerball. None of the curve is visible due to blue spiral of the tab visual. Lower section
tab visual. Lower section of keyline sits just Powerball. Lower section of keyline sits just the shine effect. Lower section of keyline sits of keyline sits under a blue corner of the
above a white corner of the tab visual. under top of white section of the tab visual. just under a blue corner of the tab visual. tab visual.
FLANKER
COMPOSITION AND SIZING
The fragrance for the tablets and capsules SINGLE LANGUAGE FLANKERS
is visually shown by an illustration which is
positioned to the right of the tier name on
pack. This illustration is reinforced by the APPLE APPLE
name of the fragrance appearing on top of it.
APPLE
LIME LIME
APPLE
with a white outer glow. It is set in Neo Tech LIME LIME
BLASTF
The copy should always be in Finish Blue
BLAST F
Std Bold in upper case. BLAST BLAST
A maximum of two languages should be
translated at any time. For artworks with
more than two languages use image only.
ILLUSTRATION AND TEXT RELATIONSHIP

The relationships shown opposite between
the illustration and the fragrance name Fragrance name
should be kept consistent. Text sizes can be Neo Tech Std Bold in upper case.
reduced accordingly for languages that use Colour: Finish Blue with a white outer glow.
more characters, to keep the same overall
visual balance between illustration and text.
SIZING
The height of the flanker, F, shown right, is
DUAL LANGUAGE FLANKERS
the measurement from the top to the bottom
of the main content of the illustration, not
including the shadow.
Flankers are scaled to a specific height
APPLE APPLE
that is proportional to the size of the front LIME
APPLE LIME
APPLE
of pack, X, (see section 2). LIME
BLAST BLAST
LIME
BLAST
APPLE APPLE
For box front of packs BLAST
The default height of the flanker, F, is 14%X. LIME
APPLE LIME
APPLE
For DOY front of packs
LIME
BLAST BLAST
LIME
BLAST
The default height of the flanker, F, is 13.2%X. BLAST
FLANKER
DON'TS
THE ABOVE FLANKER IS CORRECT. DON’T position the Flanker over the DON’T alter the size relationship DON’T distort the Flanker
tier name to make it illegible between the illustration and text
The flankers must NEVER be altered
or recreated in any way to ensure their
integrity and legibility.
DON’T flip or rotate the flanker illustration DON’T rotate the fragrance text DON’T change the colour
on top of the Flanker of the Flanker text
POWER GEL
ALL ELEMENTS
CORE ELEMENTS
CORE ELEMENTS:
BRAND MARK
Our Power Gel packs use the Finish
BRAND MARK BACKGROUND ALL IN 1 MAX POWER GEL PROOF POINT PROMOTION
BACKGROUND
The Finish brand mark with glass sits on a
background that is specific to Power Gel
and Additives.
Finish Brand Mark Power Gel and Lock-up – see page 34 Lock-up – see page 34 Lock-up – see page 34
ALL IN 1 MAX POWER GEL with glass additives version
The ALL IN 1 MAX name is typographically
treated the same as it is for detergent
packaging but sits on a red bar with a silver VARIANT SPECIFIC ELEMENTS:
Stage 16 Option 1B Stage 16 Option 1B Stage 16 Option 1B Stage 16 Option 1B
keyline, locked to the POWER GEL wordmark. 5045322 Concentrated Gels 5045322 Concentrated Gels 5045322 Concentrated Gels 5045322 Concentrated Gels
WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6 WASHES WASHES
26+6
PROOF POINT AND PROMOTION

FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING FAST DISSOLVING
AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE AMAZING SHINE
FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE
D
R
R
D
D
R
R
C C C C C C C C C C C C C C C C
E
E
E
E
E
E
E
OM D OM D OM D OM D OM D OM D OM D OM D OM D OM D OM D OM D OM D OM D OM D OM D
MEN MEN MEN MEN MEN MEN MEN MEN MEN MEN MEN MEN MEN MEN MEN MEN
The proof point and the promotion are also

LEMON SHINE & FRESH
typographic lock-ups. HYGIENE
LEMON
DEGREASER HYGIENE SHINE & PROTECT LEMON FRESH BURST HYGIENE SHINE & PROTECT LEMON FRESH BURST HYGIENE SHINE & PROTECT LEMON
PROTECT FRESH BURST HYGIENE SHINE & PROTECT FRESH BURST
BURST
HYGIENE WITH ACTIVE ENZYMES SHINE & PROTECT
DEGREASER
WITH GLASS PROTECTION ACTION WITH MALODOUR ACTION
FRESH BURST
WITH ACTIVE ENZYMES
SHINE & PROTECT
DEGREASER WITH MALODOUR ACTION
FRESH BURST
WITH ACTIVE ENZYMES
SHINE & PROTECT
DEGREASER WITH MALODOUR ACTION
FRESH BURST
WITH ACTIVE ENZYMES
SHINE & PROTECT
FRESH BURST
LEMON DEGREASER LEMON DEGREASER WITH MALODOUR ACTION LEMON DEGREASER WITH MALODOUR ACTION LEMON DEGREASER WITH MALODOUR ACTION WITH MALODOUR ACTION
WITH GLASS PROTECTION ACTION WITH GLASS PROTECTION ACTION WITH GLASS PROTECTION ACTION WITH GLASS PROTECTION ACTION
VARIANT SPECIFIC ELEMENTS More 3D swirl coming out from the centre
There are 4 variants: VARIANT SWOOSH

– LEMON DEGREASER
– HYGIENE
– SHINE & PROTECT
– FRESH BURST
ILLUSTRATION AND NAME
Each variant has a illustration and name
lock-up, which in some cases includes
some product descriptor text.
SWOOSH
This lock-up sits on a variant specific swoosh. VARIANT ILLUSTRATION, NAME AND DESCRIPTOR LOCK-UPS – See page 35
All typographic lock-ups used on Finish

Power Gel packaging are specified over
the next 2 pages.
POWER GEL
TYPOGRAPHY: CORE LOCK-UPS
We have fixed typographic lock-ups ALL IN 1 MAX POWER GEL LOCK-UP

for the following core elements of our Set ALL IN 1 MAX in same
Power Gel front of pack designs: typestyle as on page 21 and
Red bar and then scale to correct height.
• ALL IN 1 MAX POWER GEL name silver keyline
POWER GEL WORDMARK
• Proof point This is an outlined graphic. Please
• Promotion use the graphic from the artwork
Power Gel and do not attempt to recreate.
wordmark
master artworks. Always use the exact lock-up
from the artwork and do not recreate them.
For situations where the wording in a
typographic lock-up needs to be changed,
updated or translated, please adapt from
the existing artwork. PROOF POINT LOCK-UP
#1 and Cyan arc shapes
This is an outlined graphic. Please
height that is proportional to the height of use the graphic from the artwork
the front of pack. The correct height Colour: Finish Blue and do not attempt to recreate.
proportion for your pack is specified in and Finish Red
TYPOGRAPHY
All typographic lock-ups shown right,
are set in BigBang. Colour: White Colour: Finish Blue
PROMOTION LOCK-UP
Colour: White and

Finish Yellow
Colour: White
POWER GEL
TYPOGRAPHY: VARIANT LOCK-UPS
We have fixed typographic lock-ups LEMON DEGREASER LOCK-UP HYGIENE LOCK-UP

for the Variant illustration and name
of our Power Gel front of pack designs:
master artworks. Always use the exact lock-up
from the artwork and do not recreate them.
typographic lock-up needs to be changed, Name
the existing artwork. Descriptor
text
height that is proportional to the height of
the front of pack. The correct height All text coloured in Finish Blue, with a white stroke. All text coloured in Finish Blue, with a white stroke.
ILLUSTRATIONS AND TEXT RELATIONSHIPS

SHINE & PROTECT LOCK-UP FRESH BURST LOCK-UP
The schematics, opposite, show the size
relationships between the illustrations
and the text.
NAME AND DESCRIPTOR TEXT

All text is set in Neo Tech Std Black Italic,
and coloured in Finish Blue, with a thick
white stroke. Please see font sizes on the
schematics, opposite.
Typographic lock-ups for Power Gel core

elements are shown on the previous page.
All text coloured in Finish Blue, with a white stroke. All text coloured in Finish Blue, with a white stroke.
ADDITIVES
ALL ELEMENTS
CORE ELEMENTS
CORE ELEMENTS:
BRAND MARK
Our Additives packs use the Finish
BRAND MARK BACKGROUND
BACKGROUND
The Finish brand mark with glass sits on a
background that is specific to Additives
and Power Gel.
Finish Brand Mark Power Gel and
with glass additives version
PRODUCT SPECIFIC ELEMENTS
There are various additive products:
PRODUCT SPECIFIC ELEMENTS: ADDITIONAL GRAPHICS:
– RINSE AID
– DISHWASHER CLEANER PRODUCT NAME BANNERS – See page 37
– FRESHENER
Single language: Dual language: For lemon scented variants:
– PROTECTOR
– SALT
PRODUCT NAME BANNERS
Due to variable product name lengths and
shape of packs, this is an adaptable system.
For Freshener:
PROOF POINTS
This style and lock-up is used for all
additives proof points.
ADDITIONAL GRAPHICS PROOF POINTS – See page 38

The graphics are provided in the pack For Protector:
artwork so do not ever need to be recreated. Single language: Dual language:
All typographic lock-ups used on Finish

additives packaging are specified over
the next 2 pages.
ADDITIVES
TYPOGRAPHY: LOCK-UPS
PRODUCT NAME BANNERS PRODUCT NAME BANNER

Due to shapes of the additives pack range,
the Product Name Banners have each been
adjusted to fit the individual pack ranges.
Set in BigBang
All of the Product Name Banner lock-ups are Colour: White with dark red stroke.
available on the master artworks. Always use Horizontally and vertically centred within the red bar.
the exact lock-up from the artwork and do not
recreate them.
For situations where the wording in a Finish Red bar fades at Dark red stroke at the top
typographic lock-up needs to be changed, the left and right edges and bottom, set to ’multiply’
the existing artwork.
SINGLE LANGUAGE LOCK-UPS DUAL LANGUAGE LOCK-UPS
TYPOGRAPHY
All product name type is set in BigBang.
The type is coloured in white with a dark red
coloured stroke. It is horizontally and vertically
centred within the red bar.
RED BAR
The red bar is coloured in Finish Red and
set to fade at both the left and right edges.
It also has a dark red stroke at the top and
bottom, set to ‘multiply’ (to make it slightly
transparent).

height that is proportional to the height of
the front of pack. The correct height
ADDITIVES
TYPOGRAPHY: LOCK-UPS
PROOF POINTS SINGLE LANGUAGE LOCK-UP DUAL LANGUAGE LOCK-UP

All the additives proof points use the same
typographic lock-up. For the dual language
versions, the central bar is made deeper and Colour: White with
Finish Blue stroke
an extra line of text is added at the bottom.
Colour: Finish Red
If a longer or shorter amount of text is with white stroke
used, the width of the central bar should
be adjusted accordingly.
Colour: White with Colour: White with Colour: Finish Red
All proof points type is set in BigBang. Finish Blue stroke Finish Blue stroke with white stroke
All of the Product Name Banner lock-ups are

available on the master artworks. Always use
the exact lock-up from the artwork and do not
recreate them. Further examples Further examples
typographic lock-up needs to be changed,
the existing artwork.
height that is proportional to the height
of the front of pack. The correct height
The central bar is always

adjusted to fit with
the amount of text
2
DETERGENT
PACKAGING
EUROPEAN SPECIFICATIONS
Finish Global Packaging Guidelines / Detergent Packaging Last page viewed Contents < > 40
DETERGENT OVERVIEW
SCALING PRINCIPLES
The detergent front of pack follow a principle that KEY PRINCIPLE

all elements are sized by height in proportion to
the size of the pack. X is equal to the height of the front of pack when the
For this principle to be implemented, we need height of pack is no larger than 115% of the width of pack.
a starting measurement, which we call X.
Beyond this point, X is equal to 115% the width of pack.
The height of each element is then specified
as a specific percentage of X, so that it can
be sized correctly.
SCENARIO 1: SCENARIO 2:
WHEN HEIGHT OF PACK IS LESS THAN, WHEN HEIGHT OF PACK IS MORE THAN 115% THE WIDTH OF PACK
OR EQUAL TO, 115% THE WIDTH OF PACK The height of the pack is more than 115% the width of pack, so X is now equal to 115% the width
The pack below uses the recommended of pack. All elements have been scaled up proportionally, based on the recommended proportions
proportions of X to scale all elements. Here, of X. Finally, the elements are vertically spaced apart, and the chevron depth is extended
X is equal to the height of the front of pack.
Width
Pack height is more than 115% of the width
X = 100% X = 115%
height of width of
the front the front
of pack of pack
Elements scaled up to proportions of X Elements vertically spaced apart,

and the chevron depth is extended
CLASSIC
CLASSIC
FRONT OF PACK
These percentages are based on the ideal front

of pack layout and should be used as a starting
point for different pack shapes and sizes. 7
1 FINISH POWERBALL BRAND MARK

10% X
The Finish Powerball brand mark is 30% the
height of X. Centre the brand mark horizontally.
Use the Finish Powerball brand mark with glass
artwork without altering the proportions.
2 CHEVRON HEIGHT
The top point of the chevron (hidden behind
the tab visual) is 25% or more the height of X. 1
This is flexible so the Chevron can be extended
30% X
on taller/narrow packs.
3 TIER NAME AND TIER CLAIM X*

The tier name and tier claim are 10%
the height of X. Use the tier name and * X is equal to the
tier claim lock-up, shown on page 21. height of the front
of pack when the
4 TAB COUNT
height of pack is
The tab count is 9.5% the height of X.
4 no larger than 115%
Range left with the brand mark.
Use the tab count lock-up, shown on page 23. 9.5% X
5 12.5% X of the width of pack.
Beyond this point
5 TAB VISUAL
6 X is equal to 115%
The tab visual is 12.5% the height of X.
Centre the tab visual horizontally over the 14% X the width of pack.
top point of the chevron. 2
3
25% X
6 FLANKER 10% X or more
The flanker is approx 14% the height of X.
Avoid the flanker don’ts, shown on page 32.
Finish Powerball brand mark horizontally centred
7 PROOF POINT Tab visual horizontally centred
The proof point is 10% the height of X. Tier name and tier claim horizontally centred
Use the proof point lock-up, shown on page 24.
EXCLUSION ZONE
The exclusion zone is the outer 3mm around the
perimeter of the front of pack. All typography
must be inside the exclusion zone.
CLASSIC
BACK OF PACK
For back of pack, the mandatories and legal

requirements are the most important areas of
copy, however the marketing text should have
the most prominence.
The marketing messages have to be integrated

into the following visual hierarchy:
1 Marketing Box 1
2 Trade Up model box
3 Endorsement Panel
4 Mandatories/ Legal text
On smaller or multilingual packs it is difficult to have all

information. Please follow the below rules with the aim
of maximising space for all mandatory text:
01. Reduce size of font. The printing minimum font
specification is 4pt, while RB corporate guidelines
mandate marketing text at a minimum of 7pts.
2
02. Reduce size of AISE icons to the minimum size.
03. Remove Finish logos from side panel of boxes.
04. Remove Happier Homes logo.
05. Reduce size of the trade up model box. This can be
done by compacting the box and removing any space
between header and tick boxes or between tick boxes
& border. 3
06. Remove chevron visual.
07. Remove trade up box altogether or The Finish
System Box.
08. Reduce size of the #1 recommended box - Through
compacting the logos closer together sideways, this
makes room for adding something to the side of the
#1 recommended box. 4
09. Removal of #1 recommended box altogether
10. Removal of Powerball and tab visual.
11. Removal of marketing text.
CLASSIC
AROUND THE PACK
The artwork file on this page shows how

the pack is constructed, and how we apply
our brand to the top and sides of pack.
CLASSIC
FRONT OF PACK: DUAL LANGUAGE
Elements are sized the same as shown on

the single language layout on page 42.
1 TIER CLAIM
4
The tier claim translation is set directly under
the first language, at the same size.
2 TABS
The point size of ‘TABS’ is reduced so that it can
be set in both languages, at the same point size,
aligning with the top and bottom of the number.
3 FLANKER TEXT
The flanker text is reduced in size so that it can
be set in both languages, at the same point size.
4 PROOF POINT TEXT

The proof point translation is set directly under
1
CLASSIC
BACK OF PACK: MULTI LANGUAGE


1
1 Marketing Box
3 Endorsement Panel

2
& border. 3
System Box.
makes room for adding something to the side of the 4
#1 recommended box.
CLASSIC
AROUND THE PACK: DUAL LANGUAGE / MULTI LANGUAGE

The dual language CLASSIC pack uses

multi language on the back and side
of pack,as shown here.
ALL IN 1
ALL IN 1
FRONT OF PACK

point for different pack shapes and sizes. 7

10% X
The Finish Powerball brand mark is 30% the
RAY COVERAGE
Always ensure that the
2 CHEVRON HEIGHT ray is visible on the left
The top point of the chevron (hidden behind of the logo and on the
the tab visual) is 25% or more the height of X. right of the glass
1
This is flexible so the Chevron can be extended
30% X
3 TIER NAME AND TIER CLAIM

X*
of pack when the
4 TAB COUNT
height of pack is
The tab count is 9.5% the height of X. 5 24% X
Range left with the brand mark. 4 no larger than 115%
Use the tab count lock-up, shown on page 23. 9.5% X of the width of pack.
5 TAB VISUAL
Beyond this point
6
The tab visual is 24% the height of X. X is equal to 115%
14% X the width of pack.
Centre the tab visual horizontally over the
3
25% X
The flanker is approx 14% the height of X.
Finish Powerball brand mark horizontally centred
7 PROOF POINT Tab visual horizontally centred
The proof point is 10% the height of X. Tier name and tier claim horizontally centred
Use the proof point lock-up, shown on page 24.
EXCLUSION ZONE
The exclusion zone is the outer 3mm around the
ALL IN 1
BACK OF PACK


1 Marketing Box
1
3 Endorsement Panel

2
& border.
3
System Box.
#1 recommended box.
4
ALL IN 1
AROUND THE PACK

ALL IN 1

1 TIER CLAIM
4
2 TABS
3 FLANKER TEXT
4 PROOF POINT TEXT

1
ALL IN 1


1 Marketing Box 1
3 Endorsement Panel

03. Remove Finish logos from side panel of boxes. 2
& border.
System Box. 3
#1 recommended box.
4
ALL IN 1

The dual language ALL IN 1 pack uses

multi language on the back and side
of pack,as shown here.
ALL IN 1 MAX
ALL IN 1 MAX
FRONT OF PACK
LASER CUT LINE: No text or graphics can go here.

point for different pack shapes and sizes. RE-SEAL / ZIPPER AREA
Avoid text or graphics here,
1 FINISH POWERBALL BRAND MARK 7
wherever possible.
The Finish Powerball brand mark is 26% the 9% X
RAY COVERAGE
2 CHEVRON HEIGHT Always ensure that the
The top point of the chevron (hidden behind ray is visible on the left
the tab visual) is 29% or more the height of X. of the logo and on the
This is flexible so the Chevron can be extended right of the glass.
1
26% X
X*
4 TAB COUNT of pack when the
The tab count is 8% the height of X. height of pack is
Range left with the brand mark. 4 no larger than 115%
5 20% X
Use the tab count lock-up, shown on page 23. 8% X of the width of pack.
5 TAB VISUAL Beyond this point
The tab visual is 20% the height of X. 6 2 X is equal to 115%
Centre the tab visual horizontally over the 13.2% X 29% X the width of pack.
top point of the chevron. 3 or more
6 FLANKER 9% X
The flanker is approx 13.2% the height of X.
7 PROOF POINT
The proof point is 9% the height of X.
Finish Powerball brand mark horizontally centred SRP AREA
Use the proof point lock-up, shown on page 24. Tab visual horizontally centred
The SRP area is the bottom 30mm of the pack.
Tier name and tier claim horizontally centred
EXCLUSION ZONE Ensure that the product name is above this area
The exclusion zone is the outer 3mm around the and legible. Benefit can be within SRP area.
ALL IN 1 MAX
BACK OF PACK


1 Marketing Box
2 Trade Up model box 1
3 Endorsement Panel

01. Reduce size of font. The printing minimum font 2
3
& border.
System Box.
4
#1 recommended box.
ALL IN 1 MAX

1 TIER CLAIM
the first language, at the same size. 4
2 TABS
3 FLANKER TEXT
4 PROOF POINT TEXT

1
ALL IN 1 MAX
BACK AND SIDES OF PACK: DUAL LANGUAGE


1 Marketing Box
1
3 Endorsement Panel

01. Reduce size of font. The printing minimum font 2
3
& border.
System Box.
4
#1 recommended box.
QUANTUM
QUANTUM
FRONT OF PACK: WITHOUT FLANKER

of pack layout and should be used as a starting 7
point for different pack shapes and sizes. RE-SEAL /
13% X
6 ZIPPER AREA
1 FINISH POWERBALL BRAND MARK Avoid text or graphics
The Finish Powerball brand mark is 26% the 16% X here,wherever possible.
RAY COVERAGE
This is flexible so the Chevron can be extended right of the glass
on taller/narrow packs. 1
26% X
The tier name and tier claim are 9% X*
the height of X. Use the tier name and
tier claim lock-up, shown on page 21. * X is equal to the
height of the front
4 TAB COUNT
of pack when the
The tab count is 8% the height of X.
height of pack is
Range left with the brand mark. 4
Use the tab count lock-up, shown on page 23. 5 no larger than 115%
8% X of the width of pack.
22% X
5 BLUE TAB VISUAL
Beyond this point
The blue tab visual is 22% the height of X.
Centre the tab visual horizontally over the X is equal to 115%
top point of the chevron. 2 the width of pack.
3
29% X
6 PROOF POINT 9% X or more
The proof point is 16% the height of X.
7 ENDORSEMENT STRIP
This is 13% the height of X.
EXCLUSION ZONE Finish Powerball brand mark horizontally centred SRP AREA
The exclusion zone is the outer Tab visual horizontally centred
The SRP area is the bottom 30mm
3mm around the perimeter of the Tier name and tier claim horizontally centred
of the pack. Ensure that the product
front of pack. All typography must
name is above this area and legible.
be inside the exclusion zone.
Benefit can be within SRP area.
QUANTUM
FRONT OF PACK: WITH LEMON FLANKER

point for different pack shapes and sizes. RE-SEAL /
13% X
7 ZIPPER AREA
1 FINISH POWERBALL BRAND MARK Avoid text or graphics
The Finish Powerball brand mark is 26% the 16% X here,wherever possible.
RAY COVERAGE
This is flexible so the Chevron can be extended right of the glass
on taller/narrow packs. 1
26% X
The tier name and tier claim are 9% X*
the height of X. Use the tier name and
tier claim lock-up, shown on page 21. * X is equal to the
height of the front
4 TAB COUNT
of pack when the
The tab count is 8% the height of X.
height of pack is
Range left with the brand mark. 4
Use the tab count lock-up, shown on page 23. 5 no larger than 115%
8% X of the width of pack.
22% X
5 YELLOW TAB VISUAL
Beyond this point
The yellow tab visual is 22% the height of X. 6
Centre the tab visual horizontally over the X is equal to 115%
13.2% X 2 the width of pack.
29% X
The flanker is approx 13.2% the height of X.
7 PROOF POINT
The proof point is 16% the height of X. EXCLUSION ZONE Finish Powerball brand mark horizontally centred SRP AREA
The exclusion zone is the outer Tab visual horizontally centred
8 ENDORSEMENT STRIP The SRP area is the bottom 30mm
3mm (TBC) around the perimeter Tier name and tier claim horizontally centred
This is 13% the height of X. of the pack. Ensure that the product
of the front of pack. All typography
name is above this area and legible.
Benefit can be within SRP area.
QUANTUM
BACK OF PACK

The marketing messages have to be integrated 2

1
1 Marketing Box
2 Endorsement Panel

specification is 4pt, while RB corporate guidelines 4
done by compacting the box and removing any space 3
& border.
System Box.
#1 recommended box.
QUANTUM

the single language layout on page 61/62.
4
1 TIER CLAIM
2 TABS
3 FLANKER TEXT
4 TESTED AND RECOMMENDED TEXT

The ‘TESTED AND RECOMMENDED...’
translation is set directly under the first
language, at the same size.
1
QUANTUM
The dual language QUANTUM pack uses multi

language on the back of pack,as shown here.

the most prominence. 1

1 Marketing Box
2 Endorsement Panel

2

of maximising space for all mandatory text: 4
between header and tick boxes or between tick boxes 3
& border.
System Box.
#1 recommended box.
PROMOTIONS
AND FLASHES
PROMOTIONS AND FLASHES

OVERVIEW
We use the following promotion and flash styles.

Please read this section to see how they applied to each pack tier.
PERMANENT BANNER TEMPORARY BANNER TEMPORARY BANNER, TEMPORARY TAB BAR SEPARATE NEW FLASH
On shelf for an extended period On shelf for an limited period WITH NEW FLASH Positioned on the lower right side of Positioned on the top right side of pack.
of time. Positioned along the of time. Positioned along New flash is positioned on pack,between the brand mark and the Coloured in Finish Yellow and Finish Red.
top of pack. Coloured in the top of pack. Coloured in right edge of temporary chevron. Coloured in Finish Yellow
relevant tier colour. Finish Yellow and Finish Red. promotion banner. Coloured in and Finish Red.
Finish Yellow and Finish Red.

BANNERS: OVERVIEW
This page illustrates how the banners are applied PERMANENT BANNER
across the tiers.
A permanent banner is on shelf for an extended
period of time (on a permanent SKU). It is coloured
in the relevant tier colour, with text in Finish Yellow.
A temporary banner is on shelf for a limited period
of time. It is coloured in Finish Yellow, with text
in Finish Red.
Applying the promotion banners to the pack requires
some small adjustments to the rest of the pack layout,
in order to make space available. The adjustments are
not the same for each tier so please look at the relevant
page for the pack tier you need to add a promotion to.
TEMPORARY BANNER
TEMPORARY BANNER WITH NEW FLASH


PERMANENT BANNERS: VISUAL STYLE
TYPOGRAPHY USE OUR TIER COLOURS

All promotions text is set in BigBang. Our permanent banners are coloured in the relevant tier colour,
Text is set horizontally and vertically centred. with Finish Yellow text.
+
Use a text size that fits the banner.
This will depend on the amount of characters used.
Cyan Green Red Purple Yellow
Please refer to page 15 for colour specifications and breakdowns.
Set in BigBang, horizontally and vertically centred
For dual language, the text is set smaller so that the promotion translation is set at the same size.
The depth of the banner used varies per tier, so please look at the relevant
page for the pack tier you need to add a permanent banner to.
CLASSIC ALL IN 1 ALL IN 1 MAX QUANTUM
Single language Single language Single language Single language
Dual language Dual language Dual language Dual language


TEMPORARY BANNERS: VISUAL STYLE
TYPOGRAPHY USE OUR PROMOTIONS COLOURS

All promotions text is set in BigBang. Our temporary banners are coloured in Finish Yellow, with Finish Red text.
Text is set horizontally and vertically centred. The NEW flash is coloured in Finish Red, with Finish Yellow text.
Use a text size that fits the banner.
This will depend on the amount of characters used.
Finish Finish
Yellow Red
Please refer to page 15 for colour specifications and breakdowns.
Set in BigBang, horizontally and vertically centred
For dual language, the text is set smaller so that the promotion translation is set at the same size.
TEMPORARY BANNER, WITH NEW FLASH
Single language NEW

NEW
Dual language
NEW
NEW
NEW
The depth of the banner used varies per tier, so please look at the relevant
NEW
page for the pack tier you need to add a permanent banner to.

BANNERS: CLASSIC AND ALL IN 1
These percentages are based on the ideal front 1

point for different pack shapes and sizes. 9.5% X
2
X
X is the height of the front of pack. 9.2% X
1 BANNER
The banner is 9.5% the height of X.
Use the correct colour for your permanent or
temporary banner shown on pages 69 and 70.
2 PROOF POINT X = height of

The proof point is reduced to 9.2% the height the front of pack
of X, and moved further down the pack to make
space for the temporary promotion.
All other elements are sized as per equivalent

packs without temporary promotions.
Banners applied in these proportions to CLASSIC Banners applied in these proportions to ALL IN 1
Permanent banner Temporary banner Temporary banner, Permanent banner Temporary banner Temporary banner,
with NEW flash with NEW flash

BANNERS: ALL IN 1 MAX

point for different pack shapes and sizes. 12% X
X
X is the height of the front of pack. 2
7% X
1 BANNER
The banner is 12% the height of X.
temporary banner shown on pages 69 and 70.
2 PROOF POINT 4 X = height of

The proof point is reduced to 7% the height All other the front of pack
of X,and moved further down the pack to make elements
space for the temporary promotion. Use the moved down
proof point lock-up, shown on page 24. the pack with
the chevron
2 CHEVRON HEIGHT
The chevron is moved down the pack so that
the top point of the chevron (hidden behind
3
the tab visual) is 26.5% the height of X.
26.5% X
4 ALL OTHER ELEMENTS
The following elements:
• Finish Powerball Brand Mark
• Background/rays
• Tier name and tier claim
• Tab count Banners applied in these proportions to ALL IN 1 MAX
• Flanker
are moved down the pack together with
the chevron so that they keep the same
size relationships with each other.
These elements are sized as per equivalent
packs without temporary promotions.
Permanent banner Temporary banner Temporary banner,

with NEW flash

BANNERS: QUANTUM
These percentages are based on the ideal front of

1
pack layout and should be used as a starting point
for different pack shapes and sizes. 10.8% X
9
X
X is the height of the front of pack. 8 9.5% X
1 BANNER
15.4% X
The banner is 10.8% the height of X.
temporary banner shown on pages 69 and 70. 2
Most other elements are reduced in size to 23.7% X X = height of
allow space for the permanent promotion. the front of pack
The Finish Powerball brand mark is reduced 6
to 23.7% the height of X. 5 20.8% X
3 CHEVRON HEIGHT 7.4% X
The top point of the chevron (hidden behind
the tab visual) is still 29% the height of X. 4
4 TIER NAME AND TIER CLAIM 9% X 7
3
The tier name and tier claim are still 9% 12% X
the height of X. 29% X
5 TAB COUNT
The tab count is reduced to 7.4% the height of X.
6 TAB VISUAL
Banners applied in these proportions to QUANTUM
The tab visual is reduced to 20.8% the height of X.
7 FLANKER
The flanker is reduced to approx 12% the height of X.
8 PROOF POINT
The proof point is reduced to 15.4% the height of X.
9 TESTED AND RECOMMENDED STRIP

This is reduced to 9.5% the height of X.
Permanent banner Temporary banner Temporary banner,

with NEW flash

BANNERS: DUAL LANGUAGE OVERVIEW
This page illustrates how the dual language banners PERMANENT BANNER
are applied across the tiers.
For dual language, the text is set smaller so that
the promotion translation is set at the same size.
TEMPORARY BANNER
TEMPORARY BANNER WITH NEW FLASH


BANNERS: DONTS
THE ABOVE PERMANENT BANNER DON’T use the wrong tier colour DON’T use a different font DON’T use vastly different font sizes
IS CORRECT. for a permanent banner. for the promotion copy. for the promotion copy.
THE ABOVE TEMPORARY BANNER DON’T change the shape of the banner. DON’T distort the promotion copy. DON’T change the size of the NEW flash.
IS CORRECT.

TEMPORARY TAB BAR: OVERVIEW
This page illustrates how the temporary tab bars TEMPORARY TAB BAR
are applied across the tiers.
The temporary tab bar is an in/out promotion .
It can be used to highlight to consumers that extra
tabs are included in the pack.
It is positioned on the lower right side of pack,
above the tier name.
It is important to avoid covering too much of the
glass stem. This is shown on page 78.
When flankers appear with the temporary tab bar they
have to be moved lower down the pack, and in some
cases will need to be slightly reduced in size.
TEMPORARY TAB BAR WITH FLANKER
DUAL LANGUAGE
FREE*

TEMPORARY TAB BAR: VISUAL STYLE
The temporary tab bar is rounded rectangle.

TYPOGRAPHY
All promotions text is set in BigBang.
48+3
USE OUR PROMOTIONS COLOURS
Our temporary tab bars are coloured in Finish Yellow, with Finish Red text.
FREE *
Text is vertically centred within the tab bar.
‘FREE” is horizontally centred with the tab numbers
Finish
Yellow
Finish
Red FREE*
but all text is moved to the left side of the tab bar
to ensure it is not to close to the edge of the pack. Please refer to page 15 for colour specifications and breakdowns.
On DOY packs the tab bar can be extended further
to ensure the text is positioned in a legible area.
For dual language, the translation of ‘FREE’
is set below in the same size.
SINGLE LANGUAGE
60+3
FREE *
35% T T = height
of temporary
tab bar
48+3 *
15% T
FREE
DUAL LANGUAGE
60+3
FREE *
35% T
15% T
Y = height
of temporary
tab bar
48+3
FREE *
FREE* 15% T FREE*
Edge of box Edge of DOY

TEMPORARY TAB BAR: SIZE AND POSITION
SIZING POSITIONING
The temporary tab bar is the same height as the distance The tab bar is positioned on the lower right side of pack,
between the top of the ‘I’ in the Finish brand mark and above the tier name. When flankers appear with the temporary
the baseline of the POWERBALL text. tab bar they have to be moved lower down the pack, and in some
cases will need to be slightly reduced in size.
This principle applies to all tiers for both single
language and dual language.
T
Flanker position when Single language tab bar Dual language tab bar
no tab bar is present Flanker has moved down the pack. Flanker may need to be moved further
down, and/or reduced in size.
GLASS STEM COVERAGE

T
Avoid covering too much of the glass stem
Moving the flanker

further down the pack
was not an option due
to the tier claim.
Flanker has instead
been reduced in size so
that tab bar can move
further down the pack.
TOO MUCH coverage of glass stem Acceptable coverage of glass stem.

TEMPORARY TAB BAR: CLASSIC
This page illustrates the temporary tab bar

principles applied across the CLASSIC tier.
T T
T T
Single language Dual language
T T
T T
Single language with flanker Dual language with flanker


TEMPORARY TAB BAR: ALL IN 1

principles applied across the ALL IN 1 tier.
T T
T T
T T
T T


TEMPORARY TAB BAR: ALL IN 1 MAX

principles applied across the ALL IN 1 MAX tier.
T T
T T
T T
T T


TEMPORARY TAB BAR: QUANTUM

principles applied across the QUANTUM tier.
T T
T T
T T
T T


TEMPORARY TAB BAR: DONTS
THE ABOVE TEMPORARY TAB BAR DON’T change the shape of the DON’T separate the flanker from DON’T use both a banner promotion and
IS CORRECT. temporary tab bar. the temporary tab bar. the flanker and temporary tab bar on a pack.
DON’T change the colour of either DON’T distort the temporary tab bar DON’T cover too much of the glass stem
the temporary tab bar shape or copy. copy or place it over the flanker. with the temporary tab bar.

NEW FLASH: OVERVIEW
We have a new flash style we use for NEW and NEW FLASH
for NEW & IMPROVED. Applying these flashes
requires no other changes to the pack layout,
as they are positioned in a space where they are
prominent but do not get in the way of other
pack elements.
There are nuances to the sizing and positioning
of the flashes that are not the same for each tier
so please look at the relevant page for the pack
tier you need to add a NEW flash to.
NEW & IMPROVED FLASH


NEW FLASH: VISUAL STYLE
The NEW flash and the NEW & IMPROVED

flash are available as master artworks. SINGLE LANGUAGE: DUAL LANGUAGE:
NEW FLASH NEW FLASH
They are rounded edged rectangles with a
diagonal left edge that creates some visual
harmony with the glass when it is positioned
on pack. NEW
NEW NEW
NEW
All promotions text is set in BigBang.
NEW
NEW
The flashes bleed off the right edge of the front
of pack, so the silver edge on the right of the
shape is not seen.
NEW
NEW
Flash shape
Finish Yellow
Outer edge
Finish Silver
NEW
NEW
COLOURING
NEW
NEW
Use our promotions colours, plus silver
is used for the outer edge of the flash: NEW
NEW
SINGLE LANGUAGE:
& &
NEW & IMPROVED FLASH NEW
NEW
DUAL LANGUAGE:
& &
NEW & IMPROVED FLASH
IMPROVED
IMPROVED IMPROVED
IMPROVED
Finish Finish Finish
NEW
NEW
Yellow Red Silver
NEW
NEW& & NEW
NEW& &
&
IMPROVED
&
IMPROVED
Please refer to page 15 for colour specifications IMPROVED
IMPROVED IMPROVED
IMPROVED
and breakdowns.
NEW
NEW
& &
SIZING IMPROVED
IMPROVED
Text
The flashes are sized in relation to the Powerball Finish Red
in the brand mark. This varies per tier, so please
look at the relevant page for the pack tier you Text drop shadow
need to add a flash to. X offset, 1pt. X offset, 1pt. Blur, 1pt.
Colour: c38 m95 y78 k59.

NEW FLASH: CLASSIC
This page illustrates the NEW flash principles Vertically centred Vertically centred
applied across the CLASSIC tier. with proof point with proof point
P 150% P
NEW flashes are positioned at the top right
of the pack.
Use the NEW flash visual style, shown on P P
page 85.
For the CLASSIC tier, the flashes are vertically
centred with the proof point (measuring from
the top of the RECOMMENDED type to the
bottom of the proof point bar).
SINGLE LANGUAGE
The NEW flash is the same height as the
Powerball (P) in the brand mark.
The NEW & IMPROVED flash is 135% the
height of the Powerball in the brand mark.
Single language: NEW Dual language: NEW
DUAL LANGUAGE
The NEW flash is 150% the height of
the Powerball in the brand mark. Vertically centred Vertically centred
with proof point with proof point
The NEW & IMPROVED flash is 180% the 135% P 180% P
P P
Single language: NEW & IMPROVED Dual language: NEW & IMPROVED

NEW FLASH: ALL IN 1
This page illustrates the NEW flash principles Vertically centred Vertically centred
applied across the ALL IN 1 tier. with proof point with proof point
P 150% P
of the pack.
Use the NEW flash visual style, shown on P P
page 85.
For the ALL IN 1 tier, the flashes are vertically
centred with the proof point (measuring from
the top of the RECOMMENDED type to the
bottom of the proof point bar).
SINGLE LANGUAGE
DUAL LANGUAGE
the Powerball in the brand mark. Vertically centred Vertically centred
with proof point with proof point
The NEW & IMPROVED flash is 180% the 135% P 180% P
P P

NEW FLASH: ALL IN 1 MAX
This page illustrates the NEW flash principles

Vertically Vertically
applied across the ALL IN 1 MAX tier. centred with centred with
P 150% P
proof point proof point

of the pack.
Use the NEW flash visual style, shown on
page 85. P P
For the ALL IN 1 MAX tier, the flashes are
vertically centred with the proof point
(measuring from the top of the RECOMMENDED
type to the bottom of the proof point bar).
SINGLE LANGUAGE
DUAL LANGUAGE
the Powerball in the brand mark. Vertically Vertically
centred with centred with
The NEW & IMPROVED flash is 200% the proof point
150% P
proof point
200% P
P P

NEW FLASH: QUANTUM
This page illustrates the NEW flash principles

applied across the QUANTUM tier.
NEW flashes are positioned at the top right Align with top area of glass Align with top area of glass
of the pack. P 150% P

Use the NEW flash visual style, shown on
page 85. P P
For the QUANTUM tier, the flashes
are aligned with the top area of the glass.
The straight diagonal edge of the flash should
follow the curve of the glass, creating some
harmony between the two assets.
Th houl
es df
s
tra ollo
igh w
t d the
iag
on curve

al e o
dg f th
eo eg
f th las
e fl s
ash
Align with top area of glass Align with top area of glass
150% P 200% P
SINGLE LANGUAGE P P

DUAL LANGUAGE
the Powerball in the brand mark.

NEW FLASH: DONTS
NEW NEW
NEW NEW
NEW & NEW && NEW &

IMPROVED IMPROVED
IMPROVED IMPROVED
THE ABOVE NEW FLASHES ARE CORRECT. DON’T change the shape of the NEW flash. DON’T use a different font for the NEW flash
The NEW flash visual style must NEVER
be altered or recreated in any way to ensure
its integrity and legibility.
NEW NEW
NEW & NEW &

IMPROVED IMPROVED
DON’T use colour options for NEW flash. DON’T distort the NEW flash copy.
3
POWER GEL
26+6 26+6 26+6 26+6
WASHES WASHES
FAST DISSOLVING
AMAZING SHINE
PACKAGING
WASHES WASHES
FAST DISSOLVING
AMAZING SHINE
WASHES WASHES
FAST DISSOLVING
AMAZING SHINE
WASHES WASHES
FAST DISSOLVING
AMAZING SHINE
D
R
D
D
R
R
C C C C
E
E
E
E
E
OM D OM D OM D OM D
MEN MEN MEN MEN
LEMON HYGIENE SHINE & PROTECT FRESH BURST

SHINE & PROTECT
FRESH BURST
LEMON DEGREASER WITH MALODOUR ACTION
Please note: The new version of our font ‘BigBang’ has not yet been applied to our Power Gel range. These products currently use the old version, called ‘Big-Bang’, and will be updated.
and less splash to make it feel more like an
Finish Global Packaging Guidelines / Power Gel Packaging Last page viewed Contents < > 92
POWER GEL
FRONT OF PACK: LEMON DEGREASER VARIANT
Stage 16 Option 1B
of pack layout and should be used as a starting 5045322 Concentrated Gels
point for different pack shapes and sizes.
All elements are sized by height in proportion

to the height of the front of pack.
X
5
9.5% X WASHES WASHES
26+6 WASHES WASHES
26+6
X is the height of the front of pack,
4
excluding the cap. FAST DISSOLVING
AMAZING SHINE
FAST DISSOLVING
AMAZING SHINE
6.2% X FAST DISSOLVING, AMAZING SHINE
D
R
R
C C
E
E
E
OM D OM D
1 FINISH BRAND MARK

MEN MEN
The Finish brand mark is 16% the height

of X. Centre the brand mark horizontally.
Use the Finish brand mark with glass
2 ALL IN 1 MAX POWER GEL X = height of

This lock-up is 17% the height of X.
Use the All in 1 Max Power Gel lock-up,
1 the front of pack
shown on page 34. 16% X
3 VARIANT: LEMON DEGREASER

ILLUSTRATION AND NAME
This lock-up is 17% the height of X. 2
Use the Power Gel Lemon Degreaser lock-up, 17% X
shown on page 35.
4 PROOF POINT 3
The proof point is measured by the height of the 17% X LEMON 13.2% X HYGIENE
claim bar. It is 6.2% the height of X. Use the Power DEGREASER WITH ACTIVE ENZYMES
LEMON DEGREASER
Gel proof point lock-up, shown on page 34.
5 PROMOTION
This lock-up is 9.5% the height of X.
Use the Power Gel promotion
lock-up, shown on page 34.
Finish brand mark horizontally centred
Please note: All the Power Gel lock-ups
are shown together on pages 34-35.
POWER GEL
FRONT OF PACK: HYGIENE VARIANT
Stage 16 Option 1B
of Concentrated
5045322 pack layout and should be used as a starting
Gels

X WASHES WASHES
26+6 5
26+6 WASHES WASHES
26+6
4
excluding the cap. FAST DISSOLVING
AMAZING SHINE
FAST DISSOLVING
AMAZING SHINE
FAST DISSOLVING
AMAZING SHINE
FAST DISSOLVING, AMAZING SHINE FAST DISSOLVING, AMAZING SHINE
D
R
R
C C C
E
E
E
E
OM D OM D OM D
1 FINISH BRAND MARK

MEN MEN MEN


1 the front of pack
3 VARIANT: HYGIENE
ILLUSTRATION, NAME AND DESCRIPTOR
Use the Power Gel Hygiene lock-up, 17% X
shown on page 35.
3
4 PROOF POINT
The proof point is measured by the height of the LEMON 17% X HYGIENE 13.2% X SHINE & PROTECT
claim bar. It is 6.2% the height of X. Use the PowerDEGREASER WITH ACTIVE ENZYMES
SHINE & PROTECT
LEMON DEGREASER
Gel proof point lock-up, shown on page 34. WITH GLASS PROTECTION ACTION
5 PROMOTION
Please note: All the Power Gel lock-ups
POWER GEL
FRONT OF PACK: SHINE & PROTECT VARIANT


WASHES XWASHES
26+6 WASHES WASHES
26+6 5
26+6 WASHES WASHES
26+6
4
excluding
FAST
AMAZING SHINE
the cap.
DISSOLVING FAST DISSOLVING
AMAZING SHINE
FAST DISSOLVING
AMAZING SHINE
FAST DISSOLVING
AMAZING SHINE
D
R
D
D
R
R
C C C C
E
E
E
E
E
OM D OM D OM D OM D
1 FINISH BRAND MARK

MEN MEN MEN MEN


1 the front of pack
3 VARIANT: SHINE & PROTECT

Use the Power Gel Shine & Protect lock-up, 17% X
shown on page 35.
3
4 PROOF POINT
LEMONThe proof point is measured by the height of the HYGIENE 19% X SHINE & PROTECT 13.2% X FRESH BURST
DEGREASERclaim bar. It is 6.2% the height of X. Use the Power WITH ACTIVE ENZYMES
SHINE & PROTECT
FRESH BURST
LEMON DEGREASER
Gel proof point lock-up, shown on page 34. WITH GLASS PROTECTION ACTION WITH MALODOUR ACTION
5 PROMOTION
Finish brand mark horizontally centred More 3D swirl coming out from the centre
Please note: All the Power Gel lock-ups and less splash to make it feel more like an icon
POWER GEL
FRONT OF PACK: FRESH BURST VARIANT


X
WASHES WASHES
26+6 WASHES WASHES
26+6 5
26+6
4
excluding the cap.
FAST DISSOLVING
AMAZING SHINE
FAST DISSOLVING
AMAZING SHINE
FAST DISSOLVING
AMAZING SHINE
6.2% X
D
R
D
D
R
R
C C C
E
E
E
E
E
OM D OM D OM D
1 FINISH BRAND MARK

MEN MEN MEN


1 the front of pack
3 VARIANT: FRESH BURST

Use the Power Gel Fresh Burst lock-up, 17% X
shown on page 35.
3
4 PROOF POINT
The proof point is measured by the height of the
HYGIENE SHINE & PROTECT 20% X FRESH BURST 13.2% X
WITHclaim
ACTIVE bar. It is 6.2% the height of X. Use the Power
ENZYMES
SHINE & PROTECT
FRESH BURST
Gel proof point lock-up, shown on page 34. WITH GLASS PROTECTION ACTION WITH MALODOUR ACTION
5 PROMOTION
More 3D
Finish swirlmark
brand coming out from the
horizontally centre
centred
Please note: All the Power Gel lock-ups and less splash to make it feel more like an icon
POWER GEL
BACK OF PACK


1 Product description
2 Endorsement Panel
3 Directions for use

1
4
4
ADDITIVES
PACKAGING
Please note: The new version of our font ‘BigBang’ has not yet been applied to our Additives range. These products currently use the old version, called ‘Big-Bang’, and will be updated.
Finish Global Packaging Guidelines / Additives Packaging Last page viewed Contents < > 98
RINSE AID
RINSE AID
FRONT OF PACK


to the height of the front of pack. These
measurements are specific to bottles.
X MAIN AREA
X is the height of the front of bottle, OF DISTORTION
excluding the cap. Please note that
distortion needs
1 FINISH BRAND MARK
to be applied,
The Finish brand mark is 14.8% the height particularly to the
of X. Centre the brand mark horizontally. 6
top of the bottle,
Use the Finish brand mark with glass 11.6% X for the design to
artwork without altering the proportions. wrap around the
bottle and still
X = height of
2 PRODUCT NAME BANNER
The product name banner is 6.7% the be legible. the front of pack
height of X. See example
1
on page 101.
3 PRODUCT NAME TEXT 14.8% X
The product name is 4.2% the height of X.
Currently set in Big-Bang. This will be
2
updated to BigBang. 3 4.2% X
6.7% X
4 PRODUCT CLAIM TEXT
The product claim text is 6.7% the height of X.
Currently set in Big-Bang. This will be 13.2%
4 X
updated to BigBang.
6.7% X
5 USAGE TEXT
This text is approx 3% the height of X.
Approx 3% X 5
6 PROOF POINT
The proof point is measured by the height
of the circle on the proof point bar. It is 11.6% Finish brand mark horizontally centred
the height of X. Use the Additives proof point
RINSE AID
FRONT OF PACK – LEMON


X MAIN AREA
distortion needs
1 FINISH BRAND MARK
to be applied,
of X. Centre the brand mark horizontally. 7
top of the bottle,
Use the Finish brand mark with glass 11.6% X for the design to
artwork without altering the proportions. wrap around the
bottle and still
X = height of
1
on page 101.
2
updated to BigBang. 3 4.2% X
6.7% X
5 8.7% X
Currently set in Big-Bang. This will be updated 13.2% X
to BigBang. 4 6.7% X
5 LEMON ILLUSTRATION
The illustration is 8.7% the height of X.
Approx 3% X 6
6 USAGE TEXT
7 PROOF POINT
of the circle on the proof point bar. It is 11.6%
RINSE AID
AROUND THE PACK: SINGLE LANGUAGE / DUAL LANGUAGE
The artwork file on this page shows how POSITIONAL VISUAL ONLY TO SHOW AROUND THE PACK
our brand to the rest of the pack.
The magenta outlines of the bottle are

for guidance only. This does not take into
account the distortion that is applied
when the graphics are wrapped around
the bottle.
The single language Rinse Aid pack uses

dual language on the back of pack,
as shown here.
EXAMPLE OF DISTORTION APPLIED TO DESIGN

BEFORE WRAPPING AROUND THE BOTTLE
RINSE AID


X MAIN AREA
distortion needs
1 FINISH BRAND MARK
to be applied,
of X. Centre the brand mark horizontally. top of the bottle,
6
Use the Finish brand mark with glass for the design to
artwork without altering the proportions. 11.6% X
wrap around the
bottle and still
X = height of
1
on page 101.
updated to BigBang. 2 3 7.7% X
9.8% X
5 SAME% X
The product claim text is approx 10% the height
of X. Currently set in Big-Bang. This will be 13.2% X
updated to BigBang.
4 Approx 10% X
5 USAGE TEXT
This text is approx 4.7% the height of X.
Approx 4.7% X 5
6 PROOF POINT
of the circle on the proof point bar. It is 11.6% Finish brand mark horizontally centred
RINSE AID
FRONT OF PACK – LEMON: DUAL LANGUAGE


X MAIN AREA
distortion needs
1 FINISH BRAND MARK
to be applied,
of X. Centre the brand mark horizontally. top of the bottle,
7
Use the Finish brand mark with glass for the design to
artwork without altering the proportions. 11.6% X
wrap around the
bottle and still
X = height of
1
on page 101.
updated to BigBang. 2 3 7.7% X
9.8% X
5 8.7% X
The product claim text is approx 10% the height
of X. Currently set in Big-Bang. This will be 13.2% X
updated to BigBang.
4 Approx 10% X
Approx 4.7% X 6
6 USAGE TEXT
7 PROOF POINT
RINSE AID
The artwork file on this page shows how POSITIONAL VISUAL ONLY TO SHOW AROUND THE PACK
The magenta outlines of the bottle are

for guidance only. This does not take into
account the distortion that is applied
when the graphics are wrapped around
the bottle.
The dual language Rinse Aid pack uses

multi language on the back of pack,
as shown here.
DISHWASHER
CLEANER
LIQUID
DISHWASHER CLEANER LIQUID

FRONT OF PACK


to the height of the front of pack label.
X
X is the height of the front of pack label.
1 FINISH BRAND MARK

The Finish brand mark is 36.2% the height
Use the Finish brand mark with glass 5
6 Approx
2 PRODUCT NAME BANNER 6% X
25.9% X
The product name banner is 12.2% the
height of X.
1 X = height of
3 PRODUCT NAME TEXT
36.2% X the front of
Currently set in Big-Bang. This will be pack label
updated to BigBang. 2
5.7% X 3
12.2% X
The product claim text is 11.8% the height of X. 4
Currently set in Big-Bang. This will be updated
11.8% X
to BigBang.
5 USAGE TEXT
6 PROOF POINT
of the circle on the proof point bar. It is 26%

FRONT OF PACK – LEMON


X
1 FINISH BRAND MARK

7 Approx
2 PRODUCT NAME BANNER 6% X
25.9% X
height of X.
1 X = height of
3 PRODUCT NAME TEXT
updated to BigBang. 2 5
5.7% X 3
12.2% X 22.7% X
11.8% X
to BigBang.
6 USAGE TEXT
7 PROOF POINT
of the circle on the proof point bar. It is 26%

BACK OF PACK: DUAL LANGUAGE


The single language Dishwasher Cleaner Liquid

pack uses dual language on the back of pack, 1
as shown here.
Please note: These percentages are based on the existing artwork and should be used as a starting point for different pack shapes and sizes.



X
1 FINISH BRAND MARK

Approx
2 PRODUCT NAME BANNER 6 8.9% X
The product name banner is 15.6%
24% X
the height of X.
1 X = height of
3 PRODUCT NAME TEXT
updated to BigBang. 2
11.2% X 3
15.6% X
9.3% X
updated to BigBang.
5 USAGE TEXT
6 PROOF POINT

FRONT OF PACK – LEMON: DUAL LANGUAGE


X
1 FINISH BRAND MARK

Approx
2 PRODUCT NAME BANNER 7 8.9% X
The product name banner is 15.6%
24% X
the height of X.
1 X = height of
3 PRODUCT NAME TEXT
updated to BigBang. 2 5
11.2% X 3
15.6% X 22.7% X
9.3% X
updated to BigBang.
6 USAGE TEXT
7 PROOF POINT



The dual language Dishwasher Cleaner Liquid

pack uses multi language on the back of pack, 1
as shown here.
3
DISHWASHER
CLEANER
TABS
DISHWASHER CLEANER TABS

FRONT OF PACK

for different pack shapes and sizes. 8
All elements are sized by height in proportion Approx
11% X
7
X
X is the height of the front of pack. 12% X
1 FINISH BRAND MARK

The Finish brand mark is 16.5% the height of X. Centre
the brand mark horizontally. Use the Finish brand mark
with glass artwork without altering the proportions. 1
2 PRODUCT NAME BANNER 16.5% X

height of X.
2 3
3 PRODUCT NAME TEXT 6.5% X 2.3% X X = height of
The product name is 2.3% the height of X. Currently set
in Big-Bang. This will be updated to BigBang. 5 the front of pack
4
4.3% X 6.7% X
4 PRODUCT CLAIM TEXT 1
This text is 4.3% the height of X. Set any supporting
claim text below it in a smaller point size. Currently
set in Big-Bang. This will be updated to BigBang.

This text is 6.7% the height of X. Currently set
in Big-Bang. This will be updated to BigBang.
6 USAGE TEXT
7 PROOF POINT
6
The proof point is measured by the height of the circle
on the proof point bar. It is 12% the height of X. Use Approx
1.6% X
the Additives proof point lock-up, shown on page 38.

8 NEW FLASH
This is approx 11% the height of X.



2
1 Month/when to use
2 Marketing text
The single language Dishwasher Cleaner Tabs

pack uses dual language on the back of pack, 3
as shown here.
1


for different pack shapes and sizes. 8
All elements are sized by height in proportion Approx
11% X
7
X
X is the height of the front of pack. 12% X
1 FINISH BRAND MARK

The Finish brand mark is 16.5% the height of X. Centre
with glass artwork without altering the proportions. 1
2 PRODUCT NAME BANNER 16.5% X
The product name banner is 6.5% the height of X.
3 PRODUCT NAME TEXT 2 3

The product name is 4.2% the height of X. Currently set in X = height of
6.5% X 4.2% X
Big-Bang. This will be updated to BigBang.
5 the front of pack
4 PRODUCT CLAIM TEXT 1 4
This text is 4.3% the height of X. Set the second 4.3% X 6.7% X
language below at in a smaller size. Currently set

This text is 6.7% the height of X. Set the second
language below at in a smaller size. Currently set
6 USAGE TEXT AND GRAPHICS

This text is approx 1.6% the height of X. Set the second
language on right at in a smaller size. These three graphics
are approx 7% the height of X. Centre text and graphics Approx 7% X
horizontally to fit into the space under the tabs. 6
Approx 1.6% X
7 PROOF POINT
The proof point is measured by the height of the circle
on the proof point bar. It is 12% the height of X. Use
the Additives proof point lock-up, shown on page 38. Finish brand mark horizontally centred
8 NEW FLASH
This is approx 11% the height of X.



2
1 Month/when to use
2 Marketing text
The dual language Dishwasher Cleaner Tabs

pack uses multi language on the back of pack, 3
as shown here.
1
FRESHENER
FRESHENER
FRONT OF PACK
These percentages are based on the ideal front of VARIANT EXAMPLE

for different pack shapes and sizes.
6
to the height of the front of pack. 5.5% X
7
X 9.7% X
X is the height of the front of pack.
1 FINISH BRAND MARK
The Finish brand mark is 12.9% the height of X. Centre 1
with glass artwork without altering the proportions. 12.9% X
2 PRODUCT NAME BANNER 2

3 2.3% X
The product name banner is 3.5% the height of X. 3.5% X
X=
3 PRODUCT NAME TEXT
The product name is 2.3% the height of X. height
Currently set in Big-Bang. This will be updated 4 of the
5
to BigBang. 5.5% X front of
12.5% X
4 PRODUCT CLAIM TEXT pack
to BigBang.
5 SCENT CONTROL GRAPHIC
This graphic is 12.5% the height of X.
6 USAGE TEXT
This text is 5.5% the height of X.
7 PROOF POINT 9 9
The proof point is measured by the height of the Up to Up to
circle on the proof point bar. It is 9.7% the height 25% X 8 25% X
of X. Use the Additives proof point
lock-up, shown on page 38. Approx
1.3% X
8 WEIGHT TEXT
This text is approx 1.3% the height of X. Currently set
9 VARIANT ILLUSTRATION
This can be up to 25% the height of X.
FRESHENER


2 Scent Control technology

1
The single language Freshener pack uses dual

language on the back of pack, as shown here.
4
FRESHENER
These percentages are based on the ideal front of VARIANT EXAMPLE

for different pack shapes and sizes.
6
to the height of the front of pack. Approx
7 8% X
X 9.7% X
1 FINISH BRAND MARK
The Finish brand mark is 12.9% the height of X. Centre 1
with glass artwork without altering the proportions. 12.9% X
2 PRODUCT NAME BANNER 2 3 3.4% X

The product name banner is 4.3% the height of X. 4.3% X
X=
3 PRODUCT NAME TEXT
4 height
The product name ?% the height of X. Currently
set in Big-Bang. This will be updated to BigBang. Approx of the
11% X 5
4 PRODUCT CLAIM TEXT 12.5% X
front of
The product claim text is approx 11% the height pack
of X. Currently set in Big-Bang. This will be
updated to BigBang.
5 SCENT CONTROL GRAPHIC
6 USAGE TEXT
This text is approx 8–% the height of X.
7 PROOF POINT
The proof point is measured by the height of the 9 9
circle on the proof point bar. It is 9.7% the height Up to Up to
of X. Use the Additives proof point lock-up, 25% X 8 25% X
shown on page 38.
Approx
8 WEIGHT TEXT 1.3% X
This text is approx 1.3% the height of X. Currently
set in Big-Bang. This will be updated to BigBang.
9 VARIANT ILLUSTRATION
This can be up to 25% the height of X.
FRESHENER


2 Scent Control technology 1

The dual language Freshener pack uses multi

language on the back of pack, as shown here.
2
4
PROTECTOR
PROTECTOR
FRONT OF PACK

All elements are sized by height in proportion 6 ?% X

X 6
10.6% X
1 FINISH BRAND MARK
Use the Finish brand mark with glass 5 14.8% X

The product name banner is 3.4% the X = height of
height of X.
the front of pack
3 PRODUCT NAME TEXT 5 14.8% X
to BigBang.

The product claim text is 5% the height of X.
to BigBang. 1
13% X
5 PROTECTOR GRAPHICS
2 3 2.2% X
6 USAGE TEXT
3.4% X
This text is 10.6% the height of X. 4 5% X
7 PROOF POINT
The proof point is measured by the height of
the circle on the proof point bar. It is 10.6% the
height of X. Use the Additives proof point
lock-up, shown on page 38. Finish brand mark horizontally centred
PROTECTOR
The artwork file on this page shows how the

pack is constructed, and how we apply our
brand to the rest of the pack.
For back and sides of pack, the mandatories

and legal requirements are the most important
areas of copy, however the marketing text
should have the most prominence. 1

1 Product description and marketing
2 ‘100% Glass Protection’ information

2
3 Endorsement panel

3
6 How it works & disclaimer 4

The single language Protector pack uses
dual language on the back and side of pack,
as shown here.
5 6
PROTECTOR

All elements are sized by height in proportion 6 Approx

7.7% X
X
X is the height of the front of pack. 6
1 FINISH BRAND MARK 10.6% X
Use the Finish brand mark with glass 5 14.8% X

The product name banner is 5.1% the X = height of
height of X.
the front of pack
3 PRODUCT NAME TEXT 5 14.8% X
The product name is ?% the height of X.
to BigBang.

to BigBang. 1
13% X
5 PROTECTOR GRAPHICS
2 3 4.1% X
6 USAGE TEXT 5.1% X
This text is approx 7.7% the height of X. 4 Approx
7.3% X
7 PROOF POINT
lock-up, shown on page 38. Finish brand mark horizontally centred
PROTECTOR
BACK OF PACK: DUAL LANGUAGE / MULTI LANGUAGE
The artwork file on this page shows how the

pack is constructed, and how we apply our
brand to the rest of the pack.


2 ‘100% Glass Protection’ information

2
3 Endorsement panel

3
6 How it works & disclaimer 4

The dual language Protector pack uses
multi language on the back and side of
pack,as shown here.
5 6
SALT
SALT
FRONT OF PACK


X
1 FINISH BRAND MARK

6
of X. Centre the brand mark horizontally. 14.1% X
2 PRODUCT NAME BANNER X=

The product name banner is 8.3% the height
height of X. 1
30.7% X
of the
3 PRODUCT NAME TEXT front of
Currently set in Big-Bang. This will be updated pack
to BigBang. 2
3 5.4% X
8.3% X
The product claim text is 7.8% the height of X. 4 7.8% X
to BigBang. 5
Approx
Currently set in Big-Bang. This will be updated Finish brand mark horizontally centred
to BigBang.
6 PROOF POINT
SALT

a Salt box pack is constructed, and how we
apply our brand to the rest of the pack.

2 7
2 Hard water information

6 4
4 The Finish System
5 Endorsement panel
3
6 For best results
7 Mandatories/ Legal text 5
The single language Salt pack uses dual 7

language on the back and side of pack,
as shown here.
SALT


X
1 FINISH BRAND MARK

6
of X. Centre the brand mark horizontally. 14% X

1 X=
The product name banner is 13.5% the height
height of X. 30.7% X
of the
3 PRODUCT NAME TEXT front of
The product name is ?% the height of X.
2
3 11% X
pack
to BigBang. 13.5% X
4 PRODUCT CLAIM TEXT 4 Approx

The product claim text is approx 16.2% the 16.2% X
height of X. Currently set in Big-Bang. This will 5
be updated to BigBang.
Approx
Currently set in Big-Bang. This will be updated Finish brand mark horizontally centred
to BigBang.
6 PROOF POINT
the circle on the proof point bar. It is 14% the
SALT

a Salt box pack is constructed, and how we
apply our brand to the rest of the pack.

2
2 Hard water information
3 Directions for use 7

6 4
4 The Finish System
5 Endorsement panel
3
6 For best results
7 Mandatories/ Legal text 5
The dual language Salt pack uses multi 7

language on the back and side of pack,
as shown here.
5
FURTHER
INFORMATION
Finish Global Packaging Guidelines / Further information Last page viewed Contents < > 133
APPENDICES
Finish Global Packaging Guidelines / Further information Last page viewed Contents < > 134
APPENDICES
US RANGE: OVERVIEW
DEEP CLEAN MAX IN 1 QUANTUM QUANTUM

With Flanker
Finish Global Packaging Guidelines / Further information Last page viewed Contents < 135
CONTACTSR
RECKITT BENCKISER:
RECKITT BENCKISER
Nicholas Horan
Global Design Associate
103-105 Bath Road

Slough Berkshire SL1 3UH
Nicholas.Horan@rb.com
AGENCIES:
LOTHAR BOHM ASSOCIATES VANBERLO MARKS | AN SGSCO COMPANY

Brand strategy and design 3D innovation
Natasha Griffiths Roelof VanDriel Christian Cook
Associate Client Consulting Director Design & Development Director A Morley House
6 Nottingham Street
The Problem Solving Agency Innovation Powerhouse / Building TR London W1U 5EJ
57 Hatton Garden Zwaanstraat 31A
London EC1N 8HP 5651 CA Eindhoven christian.cook@makemarks.com
The Netherlands
natasha.griffiths@lba-branding.co.uk
R.v.Driel@vanberlo.nl

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GLOBAL

03 INTRODUCTION 39 SECTION 2: 91 SECTION 3: SECTION 4:

08 Overview of master elements 46 Back of pack: Multi language

0DETERGENT TIERS: OVERVIEW

CLASSIC ALL IN 1 ALL IN 1 MAX QUANTUM

POWER GEL: OVERVIEW

5045322 Concentrated Gels

LEMON HYGIENE SHINE & PROTECT FRESH BURST

More 3D swirl coming out from the centre

LEMON DEGREASER HYGIENE SHINE & PROTECT FRESH BURST

RINSE AID DISHWASHER CLEANER

FRESHENER PROTECTOR SALT

OVERVIEW OF MASTER ELEMENTS

BRAND MARK WITH GLASS ILLUSTRATION BACKGROUNDS AND RAYS

Finish Finish Finish Finish Finish

FONTS TYPOGRAPHIC LOCK-UP examples FLANKER examples

KLAVIKA Tier name and tier claim Tab counts

NEO TECH STD 42

MASTER ELEMENTS ON PACK

Here is an overview of the key elements

BOX PACK DOY PACK

Tier name Tier claim Tier name Tier claim

Both of our brand marks are locked-up to our

FINISH BRAND MARK FINISH BRAND MARK

COLOURING Finish name mark

Please refer to page 15 for colour specifications

FINISH BRAND MARK WITH GLASS

BRAND MARK WITHOUT GLASS

Finish brand mark 5045322 Concentrated Gels

LEMON HYGIENE SHINE & PR

Power Gel and additives packaging

SCALE TO CORRECT HEIGHT DON’T place the

PLACEMENT ON DETERGENT PACKS

Horizontal centre of brand mark aligned with horizontal centre of pack

FINISH BRAND MARK VERSIONS – FOR OFF PACK USE

FULL COLOUR TWO-COLOUR ONE-COLOUR

OFF PACK CLEAR SPACE

Finish Finish Finish Finish Finish

Each of the detergent 4 detergent tiers

The chevron and proof point (or endorsement)

TIER 3 – ALL IN 1 MAX TIER 4 – QUANTUM

Finish Finish Finish Finish

We use three fonts on front of pack and for

KLAVIKA REGULAR KLAVIKA REGULAR ITALIC

KLAVIKA MEDIUM KLAVIKA MEDIUM ITALIC

KLAVIKA BOLD KLAVIKA BOLD ITALIC

BigBang needs to be manually adjusted. SIMPLE METHOD

BIG BANG CONVERTER

3 Add a 5 degree shear angle.

Here is an overview of the typeface usage on our detergent packs.

Tab count Tab count text:

All of the lock-ups are available on the

42 60 4242 48426060 48604848 4848

All of the tier name and tier claim lock-ups CLASSIC

23° Tier claim Tier claim shadow

For dual language, the tier claim translation

All of the tab count lock-ups are available Number alignment

TIER SPECIFIC COLOURING

Proof point bar in Finish Red, extended for longer text

QUANTUM QUANTUM ENDORSEMENT LOCK-UP

CLASSIC, ALL IN 1 & ALL IN 1 MAX CLASSIC

CLASSIC, ALL IN 1 & ALL IN 1 MAX

BACKGROUNDS AND RAYS