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Multipack layouts

Additional layouts are available for multipacks. A multipack is defined as a product that contains discrete items, where the number of items is described on the shelf label. This is a broad definition of multipacks, and includes products like dishwasher tablets, stock cubes and packs of handheld ice creams.

Variety packs are defined as multipacks that include different types of items, such as a pack containing ice cream bars of different flavours.

Multipack layouts cannot be used for products that are sold by weight or volume, such as boxes of chocolates or cereal.

Multipack products may use any of the standard layouts, plus the additional layouts shown on the right. It is up to the brand team to choose which layout best communicates the important information (brand, product type, variant, number of items and size of item). Each of these possibilities is discussed in more detail below.

Multipack interpretations of standard layouts

Multipacks are allowed to use the standard layouts as well as the multipack-specific layouts M1-M4. The images on the right show how a multipack product could be represented using these standard layouts.

When using these layouts, the size callout should say how many items are in the pack not how large each item is. Use format M4 to specify the size of each item as well as the number of items.

M1: Item pull-out

An item pull-out refers to a pack shot plus a photograph of an individual item removed from the pack. The item may be individually wrapped or removed from its wrapping, as shown in the examples on the right.

This layout can be used for variety packs. In this case, more than one item should be shown. These items can be layered on top of each other but it should be clear that there is more than one. However, no more than three items should be shown or the image becomes visually confusing.

Note that stripes are not allowed in this layout because having an item pull-out and a stripe is visually cluttered and confusing.

M2: Quantity on item pull-out

In M2, the quantity is displayed on the item pull-out, i.e. on the photo of the individual item(s) removed from the pack. In this case, the item pull-out must be on the bottom right of the image, to maintain consistency with the position of the size box in standard layouts.

Care needs to be taken with this route to ensure that the number is legible. In some cases, the item pull-out may include brand graphics or other patterns, which may make it difficult to see the number clearly. An outline around the number may help to increase its legibility.

Note that stripes are not allowed in this layout because having an item pull-out and a stripe is visually cluttered and confusing.

M3: Item pull-out plus size box

In M3, an item pull-out is shown, i.e. a pack shot plus a photograph of an individual item removed from the pack. However, the quantity is not written on the pull-out. Instead, there is a separate square call-out in the bottom right of the Mobile Ready Hero Image (as in standard layouts S2-S4).

This layout may be preferable to M2 when the image pull-out is visually complex making it hard for the quantity to be clear on it.

Note that stripes are not allowed in this layout because having an item pull-out and a stripe is visually cluttered and confusing.

M4: Number and size of items (not variety packs)

In some cases, it is desirable to show both the number of items (quantity) and the size of each individual item. In this case, the image should show an individual item (not the outer pack). A square size call-out is placed in the bottom right corner, describing the size of each item. A rectangular quantity call-out is added next to this to indicate how many items are in the pack. If this quantity call-out overlaps the pack image, then a keyline is needed to separate it from the image.

This layout should only be used if all items in the pack are identical. It should be not be used for variety packs because only a single item and a single size is shown.

In addition, a stripe may be added in landscape or portrait format if desired (as shown opposite):

  • If the image is landscape, a horizontal stripe is used and the quantity call-out is placed above the size call-out.
  • If the image is portrait, a vertical stripe is used and the quantity call-out is placed to the left of the size call-out

This layout has the advantage of showing both the number of items and the size of item off-pack. However, the brand identity of the outer pack is lost. These layouts are intended for multipack bundles, where visual identity of the single item is the most well-known version of the brand.

Further notes

Notes:

  • Within this category, a slight 3D view is allowable if the depth of the pack is an important indicator of quantity, e.g. for multi-packs of soft-drink cans.
  • Brand teams have complete control over the display of the front of pack, and may choose the position and size of FOP elements. Therefore, where the quantity and/or size of item is not communicated off-pack, brand teams may choose if and how to communicate this on front of pack.

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