Value proposition
Cleaner water, clearer choices, trusted performance with straight-forward labeling and easy at-home install.

Audience & personality
Households and renters who want reliable filtration without confusing jargon. Personality: trustworthy, modern, practical, and refreshingly simple.

Creative direction
Create a cohesive paperboard packaging system across single and multi-pack cartons plus a peg-ready blister for faucet filters. The look should feel clean and precise, led by one unmistakable visual device that scales across formats and compatibility lines while keeping the master brand dominant.

Brand colours

Swatch	Name	HEX	Use
▉	Deep aqua	#1E6F88	Primary brand, headings, spec band
▉	Glacier	#E9F3F7	Background panels, light fields
▉	Slate ink	#2A2F36	Wordmark, body text
▉	Spring green	#5FB493	Performance badges, highlights
▉	Steel gray	#8D98A3	Dividers, icons, secondary text

Maintain AA contrast on Glacier panels; limit Spring green to small performance cues for a clean, clinical feel.

Brand constraints (must-haves)

• Brand name “ClearSip Filters.”
• Principal display must show product type (Pitcher Filter / Fridge Filter / Faucet Filter), compatibility (model list or family), pack count, and key reductions (e.g., chlorine taste & odor, particulates, lead*).
• Side/back panels: installation steps with icons, filter life (e.g., up to 120 L / 2 months), flow rate, operating temp/pressure, materials (BPA-free where applicable).
• Certifications area: NSF/ANSI standards (e.g., 42/53/401) when certified; show mark only if approved.
• Legal/callouts: clear compatibility disclaimer (“not affiliated with…”) where referencing third-party models.
• Barcode, lot/best-by, country of origin, warranty/retailer contact, and recycling marks.
• Packaging must be plastic-free where possible; use a small viewing window only if required by retailer.

Deliverables & specs

Item	Details
Formats	Pitcher: single & 3-pack cartons; Fridge: single & 2-pack cartons; Faucet: single blister card + 2-pack carton
Dielines	SBS board cartons with glue flaps, 3 mm bleed; blister card with euro hole, 3 mm bleed; window option spec if needed
Print files	CMYK + optional spot (Deep aqua); vector PDF/X-1a + layered source files
Variants	Compatibility families (e.g., CS-P1, CS-F3, CS-RF2) mapped to model lists via QR on pack
Barcodes	UPC/EAN on each unit; master carton barcode for wholesale
Regulatory	Space for NSF/ANSI marks (if certified), disposal/recycling info, safety/pressure warnings
Digital	E-commerce hero (front/angled), PDP detail set (spec band, compatibility list), install steps graphic
Mockups	Shelf set, peg hook view, hand-held carton, open flap with insert, and 3D spin per SKU

Production notes (cartons, blister & inserts)

• Cartons: 18–20 pt matte AQ for scuff resistance; avoid micro text < 6 pt and strokes < 0.4 pt. Keep critical specs ≥6 mm from edges and potential window cuts.
• Blister card: Coated board with plant-based or recyclable PET alternative where allowed; ensure fasteners do not obscure spec band.
• Inserts: Single fold install guide using icons; QR links to video.
• Color control: Avoid heavy gradients that band on uncoated/recycled boards; verify barcode contrast under LED retail lighting.
• Operations: Reserve an ink-safe zone for date/lot and a compatibility QR pointing to the live model database.

Do / don’t

• Do make compatibility and key reductions unmistakable at a glance.
• Do use consistent, simple icons and a disciplined grid.
• Don’t crowd the principal panel with secondary claims, limit to one primary and two secondary callouts.
• Don’t imply certification not attained; only show approved marks.

Success criteria
Immediate spec clarity in aisle and at thumbnail size; compliant certifications and disclaimers; scannable barcodes; clean print across cartons and blister cards without rework.

Tone of voice
Clear, credible, and reassuring, technical where it matters, plain-spoken everywhere else.