Value proposition
More light, less waste, clear specs, trusted efficiency, and packaging that protects without plastic.

Audience & personality
Homeowners, renters, and DIYers who want reliable, easy choices on the shelf. Personality: clear, modern, trustworthy, and practical.

Creative direction
Create a cohesive paperboard packaging system that reads instantly from the aisle and in thumbnails. The design should feel confident and minimal, led by one unmistakable visual device that scales across bases, wattages, and color temperatures while keeping the master brand dominant.

Brand colours

Swatch	Name	HEX	Use
▉	Graphite	#23262B	Primary wordmark, headings
▉	Signal blue	#2B6FE0	Key spec band (lumens/watt eq.)
▉	Daylight white	#F4F7FB	Background panels, contrast blocks
▉	Soft silver	#9AA3AD	Secondary text, dividers, icons
▉	Amber cue	#D98C2E	Warm color-temp cue (2700–3000K only)

Maintain AA contrast on Daylight white; use Signal blue as the core spec accent. Amber cue appears only on warm white SKUs to differentiate color temperature at a glance.

Brand constraints (must-haves)

• Brand name “BrightOrbit LED.”
• Principal display panel must show bulb type & base (e.g., A19 / E26), lumens, watt equivalent, color temperature (Kelvin), and pack count.
• Front icons for dimmable/non-dimmable, CRI, estimated life (hrs/years), and smart-ready where relevant.
• Side/back panels: Energy usage (W), estimated yearly cost (where required), beam angle (for spots), operating voltage, operating temperature range, warranty, safety statements, and disposal/recycling info.
• Regulatory marks as applicable: UL/ETL, Energy Star, FCC/CE, RoHS, WEEE.
• Barcodes with quiet zones, lot/batch area, and country of origin.
• Plastic-free preference: use die-cut viewing window only if necessary; otherwise illustration.

Deliverables & specs

Item	Details
Formats	Single, 2-pack, and 4-pack cartons; shelf display tray for 8–12 units
Dielines	SBS board with hang tab or shelf carton; glue flaps; 3 mm bleed; window option with film spec (if used)
Print files	CMYK + up to 1 spot (Signal blue); vector PDF/X-1a + layered source files
Variants	A19/E26, GU10, BR30, E12 candle; warm (2700K), soft (3000K), neutral (4000K), daylight (5000K)
Barcodes	UPC/EAN on all packs; secondary master carton barcode
Regulatory	Space for UL/ETL, Energy Star (if certified), FCC/CE, RoHS, WEEE; safety and disposal text
Digital	E-commerce hero (front/angled), PDP detail set (spec band close-ups), comparison chart graphic
Mockups	Shelf set, peg hook view, hand-held carton, open display tray, and 3D spin per SKU

Production notes (cartons & trays)

• Use 18–20 pt SBS with matte AQ for scuff resistance; avoid micro text < 6 pt and strokes < 0.4 pt.
• Keep critical specs at least 6 mm from edges, hang tabs, and potential window cut lines.
• If a window is required, specify plant-based or recyclable film and keep small to preserve structural strength.
• Ensure barcode contrast on both matte and recycled boards; test under store LEDs.
• Provide an ink-safe lot/batch code area and clear warranty URL/QR.

Do / don’t

• Do make lumens, watt equivalent, and color temperature unmistakable at a glance.
• Do use consistent, simple icons; test legibility at 2–3 meters and at thumbnail size.
• Don’t crowd the principal panel with secondary claims; keep to one primary and two secondary.
• Don’t rely on large photo textures or heavy gradients that scuff or band on uncoated stocks.

Success criteria
Immediate spec clarity on shelf, strong differentiation by base/type and color temp, compliant labeling and scannable barcodes, and clean print results across single packs, multipacks, and display trays without rework.

Tone of voice
Clear, helpful, and no-nonsense, guiding quick, confident decisions without jargon.