Purpose
What this document is for
This specification sets out the visual identity for Reset ECS packaging so that cartons and labels match the brand exactly. Please work to the values below rather than sampling colour from our website or from any supplied image, since screen colour and print colour are not the same thing and a sampled value will not reproduce correctly.
Where a value is converted for print, the CMYK figures given are unmanaged conversions and are a starting point, not a final press value. Please confirm all colour by physical proof before production runs.
Bonner Biotech LLC, trading as Reset ECS. 2421 N Locust St, Denton, Texas 76201, United States. Contact Barry Bonner, barry@resetecs.com, +1 949 333 9072, resetecs.com.
Positioning
How the packaging should feel
Reset ECS is a broad spectrum phytocannabinoid topical, formulated to interact with the endocannabinoid system. It is not a CBD isolate product and it is not positioned as a general wellness item. The brand is science led rather than plant led.
The tone is clinical, credible and understated, closer to a dermatological or pharmaceutical product than to a typical hemp brand. There is no cannabis leaf imagery anywhere on the packaging, no green colourway and no plant motifs of any kind. If a design concept arrives with a leaf on it, it is wrong, however tastefully drawn.
Both products share one packaging language. The oil and the salve should read as a matched pair on shelf, using the same colour system, the same typography and the same logo placement, differing only in the product name and in whatever the container format dictates.
Colour
The palette
Dark Navy is the primary. Deep Purple is the secondary and carries most accent use. Medium Purple sits between the two for supporting elements. Light Lilac is a tint only and should never dominate a face of the box.
Print values
| Colour | Hex | RGB | CMYK, unmanaged | Note |
|---|---|---|---|---|
| Dark Navy | #26357D | 38 53 125 | 70 58 0 51 | Spot colour recommended |
| Deep Purple | #7040B8 | 112 64 184 | 39 65 0 28 | Spot colour recommended |
| Medium Purple | #9761D0 | 151 97 208 | 27 53 0 18 | Reproduces acceptably in CMYK |
| Light Lilac | #D6B6FF | 214 182 255 | 16 29 0 0 | Very light, check it holds on kraft |
| Dark Slate | #2D3240 | 45 50 64 | 30 22 0 75 | Rich black recommended, not 100K alone |
Dark Navy and Deep Purple both sit outside the CMYK gamut. Printed in four colour process they will come back duller and flatter than the values above. This is a known limitation of process printing with saturated navy and violet tones, not a fault in the artwork.
We would rather pay for a spot colour on the primary than accept a muted navy. Please quote for Dark Navy as a spot alongside the four colour process alternative, propose the Pantone reference you consider the closest match, and supply a physical drawdown or press proof for our approval. We have deliberately not specified a Pantone number ourselves, because a match chosen off a screen is worth nothing.
If the budget only permits four colour process, tell us before production so we can adjust the design rather than discover it on delivery.
Gradient, used sparingly
Where a gradient is used on covers or accent shapes, it runs from Dark Navy to Deep Purple at approximately 103 degrees. It is never used behind body text.
#26357D 0% → #7040B8 100%
Gradients are difficult on uncoated and kraft stock and can band on long runs. If the chosen substrate will not hold it cleanly, use flat Dark Navy instead and tell us. A banded gradient looks worse than no gradient.
Typography
Raleway, throughout
Raleway is the brand typeface for packaging, labels and documents alike. It is available free from Google Fonts. Weights in use are Light 300, Regular 400, Medium 500, SemiBold 600, Bold 700 and ExtraBold 800.
If Raleway cannot be used in your print system, substitute the closest available geometric sans serif and tell us which one before artwork is finalised. Please do not substitute a serif, a rounded face or a condensed face, as any of those changes the character of the brand.
Set body copy no smaller than 7pt on carton and no smaller than 6pt on label, and keep the FDA statement legible rather than technically present. Generous line spacing throughout. The design should breathe.
Logo
The wordmark and the figure
The wordmark reads RESETECS as one continuous mark, split visually into two weights. RESET is bold, in Dark Navy. ECS is a lighter weight, in a lighter purple tone. They sit immediately together with no word space between them.
To the left of the wordmark sits a stylised human figure built from small dots in a halftone pattern, standing in an anatomical pose, running from cyan at the outer edge to deep violet at the centre. The figure references the body and its receptor systems. There is no leaf, no green, and no plant imagery anywhere in the mark.
Only a web resolution logo file currently exists. A print ready vector file (SVG or AI) has not yet been produced. Please do not begin final layout from the web image, and please do not trace or recreate the mark independently. We will supply the vector file before final artwork is signed off. If that will delay your schedule, tell us and we will prioritise producing it.
Clear space and minimum size
Keep clear space around the full lock-up of at least the cap height of the R in RESET on every side. Do not place the mark over the gradient, over photography, or over any tint darker than Light Lilac. On a dark ground, use the mark reversed to white with the figure retaining its gradient. Minimum reproduction width on carton is 25mm for the full lock-up. Below that, use the wordmark alone without the figure.
Products
The two lines
Kaneh Bosm Oil
Fast absorbing topical oil. Broad spectrum hemp distillate carried in hemp seed oil, black seed oil, jojoba oil, sacha inchi oil and olive oil, with frankincense and beta caryophyllene.
Beeswax Salve
Dense protective salve. The same broad spectrum blend carried in beeswax and coconut butter for slower release and longer surface contact.
Required wording
What must appear on every box
The following must appear on every carton, exactly as worded, whatever the box size, laid out in whatever space is available.
- Product name, either Kaneh Bosm Oil or Beeswax Salve
- Broad spectrum phytocannabinoid formulation
- No detectable THC
- Net contents, 2 oz with the relevant ml or g figure
- Made in the USA
- Bonner Biotech LLC, Denton, Texas
- resetecs.com
- These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.
- Batch number and lot reference field, left blank for us to complete per production run
The FDA statement must be printed in full and must be legible. It may be set small, but it may not be abbreviated, paraphrased or split across faces of the box.
Language
Wording that may and may not be printed
Any brand copy we supply should be printed exactly as given, without rewording. If a line does not fit the space, tell us and we will rewrite it. Please do not edit compliance language to make it fit.
Approved
Never print
Potency is correct only on a laboratory certificate of analysis and must never appear on packaging. Client is used rather than patient in every context.
Before production
What we need back from you
Please confirm the substrate and finish you propose, together with a quote for Dark Navy as a spot colour alongside the four colour process alternative, so we can see the cost difference before deciding. Please also confirm which Pantone reference you consider closest to Dark Navy and supply a physical drawdown for approval.
We will supply the vector logo, the final copy for each face, and the batch and lot field format. Send us a flat proof and a folded white sample before any production run. No box goes to print without a physical proof approved by Barry Bonner in writing.