skip to primary navigation skip to content

Manipulating the front of pack

This page describes guidelines related to manipulating the assets from the front of pack to form the digital pack.

On this page:

Omitting and resizing assets

When designing the digital pack, it is strongly encouraged that suppliers amplify everything on the front of pack that communicates the 4W’s and omit everything else. Note that this extends beyond text and logos to colour and imagery, which can play an important part in communicating brand or variety.

In the image on the right, both the brand name and product name have been enlarged, and non-4W information (‘hot and fiery’, nutrition data) has been omitted.

Adding visual elements

Any visual elements (text or graphics) that are added into the digital pack should convey one or more of the 4Ws, and should exist elsewhere on the physical pack.

Repositioning assets

Front pack assets may be rearranged into any position. However, assets should be kept in roughly the same relative positions as on the physical pack because changing the relative positions is likely to impair recognisability.


We would welcome your feedback on this page:

Your name:

Your email:

I would like to receive the Inclusive Design Toolkit news bulletin. This bulletin showcases people’s achievements with inclusive design tools, and highlights new tools. It comes out once or twice a year.

I would be interested in contributing to the Inclusive Design Toolkit news bulletin.

I would like a FREE activation code for the Inclusive Design Toolkit's impairment simulator software.

Your comments:

Please leave this field blank (it's a spam trap):

Privacy policy. If your feedback comments warrant follow-up communication, we will send you an email using the details you have provided. Feedback comments are anonymized and then stored on our file server. If you select the option to receive or contribute to the news bulletin, we will store your name and email address on our file server for the purposes of managing your subscription. You can unsubscribe and have your details deleted at any time, by using our Unsubscribe form. If you select the option to receive an activation code, we will store your name and email address on our fileserver indefinitely. This information will only be used to contact you for the specific purpose that you have indicated; it will not be shared. We use this personal information with your consent, which you can withdraw at any time.

Read more about how we use your personal data. Any e-mails that are sent or received are stored on our mail server for up to 24 months.

Unless otherwise stated, all images are © Unilever and used with permission. Walkers is a trademark owned and designed by PepsiCo and used with permission.