Campaign images © Ritual, from ritual.com

Ritual

see-through bottles and a single white dot

Ritual's core pack is a transparent PET bottle with a ribbed white cap, printed directly in white so the capsules themselves (amber oil softgels, clear capsules holding beadlets) become the colour and texture of the pack. A solid white circle sits above a medium-weight title-case wordmark, the product name follows as the largest text in a bold geometric sans with a serif-italic modifier line beneath, and a few small lines of supplement category and count close the stack; special lines tint the bottle itself, like the blue Sleep bottle. Powders move the same system onto a tub or pouch, where a flat field (Dusk Navy #1e2a4a, sage, silver) holds the type stack and a large circle on the side shows the colour of the powder.

https://ritual.com Explore the brand

Wellness & supplements
Light pack
Clinical minimal
Colour-coded range

Color Palette

Approximate colours interpreted from photography. These are screen references, not official brand colours or print specifications.

Pack body

Clear PET
#eef0ee
Transparent bottle that displays the capsules as the main colour
Cap White
#f7f6f2
Ribbed white screw cap on every bottle and the cream body of the powder tub

Ink

Print White
#ffffff
Dot, wordmark and all copy printed directly on clear and tinted bottles
Dusk Navy
#1e2a4a
Type on silver and sage pouches, and the label field on the magnesium tub

Accent

Capsule Gold
#e3c070
Colour of the visible oil softgels and beadlets, which reads through the clear bottle

Range coding

Sleep Blue
#2f6fae
Tinted blue bottle for the Sleep supplement
Greens Sage
#8fa877
Flat pouch colour for the creatine and greens powder
Shake Silver
#d9dade
Silver pouch for the protein shake, printed in navy
Powder Apricot
#f0a77a
Large circle showing the powder colour on the magnesium tub label

Typography

Suggested visual alternatives, not confirmed brand typefaces. Any scale below is an illustrative estimate.

A white dot leads, the wordmark sits directly under it, and the product name is the largest text, with a modifier in serif italic on the line below. Smaller lines name the supplement category and the capsule count at the bottom of the stack.

Type scale

Estimated cap size as a share of the panel · Front of the 30-count multivitamin bottle body, about 95 mm tall excluding cap

product-name
7% · Bold · Headline
Daily Iron+
wordmark
4.5% · Medium · Headline
Cadence
modifier
4% · Italic · Script
For Women 18+
nutrient-pair
2.5% · Medium · Body
300 mg Magnesium
category
2% · Regular · Body
Dietary supplement
count
1.8% · Medium · Body
30 DELAYED-RELEASE CAPSULES

Fonts

Headline
DM Sans
Looks like
Circular Bold, Avenir Next Bold
Type
Bold geometric sans
Weight
Medium, Bold
Case
Title case
Tracking
Slightly tight, about -1%
Fallback
Avenir Next, Helvetica
Wordmark (medium) under the dot and the product name (bold), the largest text on the pack.
Script
Newsreader
Looks like
Tiempos Text Italic, Freight Text Italic
Type
Text serif italic
Weight
Italic
Case
Title case or sentence case
Tracking
Normal
Fallback
Georgia Italic, Times Italic
Modifier line under the product name (target group or format), and italic units on nutrient pairs.
Body
DM Sans
Looks like
Circular Book
Type
Geometric sans, small sizes
Weight
Regular, Medium
Case
Mixed; tracked capitals for counts
Tracking
Normal; counts about +8%
Fallback
Avenir, Helvetica
Supplement category line, capsule count, nutrient amounts and back copy.

Structure & Proportions

Proportions

Purpose	Value	Preview
Print coverage	About 20% of the bottle front; the rest is see-through
Brand dot	About 8% of bottle width, centred above the wordmark
Text stack width	About 70% of bottle width
Stack position	Starts about 25% down the bottle body, reads top to bottom	—
Powder circle	About 55% of the tub label height, on the right side
Colours per pack	One ink (white or navy) on clear, tinted or one flat field	—
Density	Sparse: a short text column and a lot of visible product	—

Shapes

Element	Value	Preview
Brand dot	Solid small circle above the wordmark
Powder swatch	Large filled circle on tub and pouch labels
Bottle	Round-shouldered cylinder
Cap	Ribbed white screw cap
Capsule	Clear pill-shaped capsule holding beadlets or oil

Finishes

Clear gloss PET
Core supplement bottles · transparent
Tinted PET
Sleep bottle · transparent
Matte film
Sage and silver pouches · matte
Metallic film
Protein shake pouch · metallic

Formats and materials


Formats	Supplement bottle, Stand-up pouch, Powder tub
Materials	Clear PET, Tinted PET, Flexible film, Plastic
Closures	Ribbed white screw caps on bottles, resealable zip on pouches, deep screw lid on the tub
Decoration	Direct white print on clear, Solid circle device, Large colour circle showing the product on powders

Front Panel

Schematic reading order. The diagram’s zone heights do not represent measured artwork proportions.

No label on bottles: a short centred-left text stack printed in white across the front of the clear body. Powder packs hold the same stack on a flat colour field with a large circle on the right.

Zone	Content
Top	Solid white dot and wordmark
Middle	Product name in bold sans, modifier in serif italic
Lower	Supplement category, capsule count or net weight
Powder right side	Large circle filled with the product's colour or a photographic texture of it

Range System

On bottles, colour comes from what is inside (capsule colour) or from tinting the bottle itself; on powders, each product gets one flat field colour plus a circle in the powder's colour, while the dot, wordmark and type stack stay identical.

Multivitamins = clear bottle showing gold softgels and beaded capsules
Sleep = blue-tinted bottle
Creatine greens = sage pouch with a green and yellow circle
Protein shake = silver pouch with a cocoa-brown circle
Magnesium = navy label on a cream tub with an apricot circle

Back of Pack & Shelf

The back of the bottle carries the supplement facts panel printed in white so the capsules still show through, with directions and warnings beside it; tubs and pouches put the same panel on the flat field.

Supplement facts table with serving size and amounts per serving
Other ingredients and allergen statement
Suggested use and storage directions
Third-party testing and traceability marks
Barcode, lot number and distributor address
Recycling note for the bottle and cap

On shelf

Lined up, the clear bottles read as a row of glowing capsules with an identical white dot-and-wordmark stack, so the brand is recognised by the transparency itself; tinted and powder packs stand out as single flat colours.

Imagery

The product is the image: visible capsules (amber softgels, clear capsules with beadlets) through clear plastic, or a single circle of powder colour on powder packs. No illustration.

Guidelines

Do

Use a fully transparent bottle so the capsules provide the colour; print no more than about 20% of the front.
Print all bottle copy in Print White (#ffffff) directly on the plastic, no paper label.
Put a solid circle about 8% of bottle width above the wordmark as the brand device.
Set the product name in the bold Headline sans and its modifier in the Script serif italic.
Tint the bottle itself, e.g. Sleep Blue (#2f6fae), when a line needs its own identity.
On powders, give each product one flat field colour and a large circle showing the powder.

Don't

Don't wrap bottles in opaque labels that hide the contents.
Don't use more than one ink colour on a bottle.
Don't add illustrations, patterns or botanical drawings.
Don't set the product name itself in the serif italic; it is only for modifiers.
Don't use coloured caps; caps stay white.
Don't make the wordmark larger than the product name.

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# Ritual — Pack Style > see-through bottles and a single white dot **Category:** Wellness · **Tier:** Premium · **Origin:** US · **Theme:** light **Source:** https://ritual.com Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. Ritual's core pack is a transparent PET bottle with a ribbed white cap, printed directly in white so the capsules themselves (amber oil softgels, clear capsules holding beadlets) become the colour and texture of the pack. A solid white circle sits above a medium-weight title-case wordmark, the product name follows as the largest text in a bold geometric sans with a serif-italic modifier line beneath, and a few small lines of supplement category and count close the stack; special lines tint the bottle itself, like the blue Sleep bottle. Powders move the same system onto a tub or pouch, where a flat field (Dusk Navy #1e2a4a, sage, silver) holds the type stack and a large circle on the side shows the colour of the powder. ## Tokens — Colors | Name | Value | Token | Group | Role | | --- | --- | --- | --- | --- | | Clear PET | `#eef0ee` | `--color-clear-pet` | Pack body | Transparent bottle that displays the capsules as the main colour | | Cap White | `#f7f6f2` | `--color-cap-white` | Pack body | Ribbed white screw cap on every bottle and the cream body of the powder tub | | Print White | `#ffffff` | `--color-print-white` | Ink | Dot, wordmark and all copy printed directly on clear and tinted bottles | | Dusk Navy | `#1e2a4a` | `--color-dusk-navy` | Ink | Type on silver and sage pouches, and the label field on the magnesium tub | | Capsule Gold | `#e3c070` | `--color-capsule-gold` | Accent | Colour of the visible oil softgels and beadlets, which reads through the clear bottle | | Sleep Blue | `#2f6fae` | `--color-sleep-blue` | Range coding | Tinted blue bottle for the Sleep supplement | | Greens Sage | `#8fa877` | `--color-greens-sage` | Range coding | Flat pouch colour for the creatine and greens powder | | Shake Silver | `#d9dade` | `--color-shake-silver` | Range coding | Silver pouch for the protein shake, printed in navy | | Powder Apricot | `#f0a77a` | `--color-powder-apricot` | Range coding | Large circle showing the powder colour on the magnesium tub label | ## Tokens — Typography A white dot leads, the wordmark sits directly under it, and the product name is the largest text, with a modifier in serif italic on the line below. Smaller lines name the supplement category and the capsule count at the bottom of the stack. ### Headline — Circular Bold, Avenir Next Bold · `--font-headline` - **Classification:** Bold geometric sans - **Free lookalike:** DM Sans (Google Fonts) - **Fallback:** Avenir Next, Helvetica - **Weights:** Medium, Bold - **Case:** Title case - **Tracking:** Slightly tight, about -1% - **Role:** Wordmark (medium) under the dot and the product name (bold), the largest text on the pack. ### Script — Tiempos Text Italic, Freight Text Italic · `--font-script` - **Classification:** Text serif italic - **Free lookalike:** Newsreader (Google Fonts) - **Fallback:** Georgia Italic, Times Italic - **Weights:** Italic - **Case:** Title case or sentence case - **Tracking:** Normal - **Role:** Modifier line under the product name (target group or format), and italic units on nutrient pairs. ### Body — Circular Book · `--font-body` - **Classification:** Geometric sans, small sizes - **Free lookalike:** DM Sans (Google Fonts) - **Fallback:** Avenir, Helvetica - **Weights:** Regular, Medium - **Case:** Mixed; tracked capitals for counts - **Tracking:** Normal; counts about +8% - **Role:** Supplement category line, capsule count, nutrient amounts and back copy. ### Type Scale Sizes are cap height as a share of the reference panel: Front of the 30-count multivitamin bottle body, about 95 mm tall excluding cap. | Role | Font | Weight | Size | Case | Token | | --- | --- | --- | --- | --- | --- | | product-name | Headline | Bold | 7% of panel height | Title case | `--text-product-name` | | wordmark | Headline | Medium | 4.5% of panel height | Title case | `--text-wordmark` | | modifier | Script | Italic | 4% of panel height | Title case | `--text-modifier` | | nutrient-pair | Body | Medium | 2.5% of panel height | Mixed | `--text-nutrient-pair` | | category | Body | Regular | 2% of panel height | Sentence case | `--text-category` | | count | Body | Medium | 1.8% of panel height | Uppercase | `--text-count` | | legal | Body | Regular | 1.2% of panel height | Sentence case | `--text-legal` | ## Structure & Materials - **Formats:** Supplement bottle, Stand-up pouch, Powder tub - **Materials:** Clear PET, Tinted PET, Flexible film, Plastic - **Closures:** Ribbed white screw caps on bottles, resealable zip on pouches, deep screw lid on the tub - **Decoration:** Direct white print on clear, Solid circle device, Large colour circle showing the product on powders ### Proportions | Purpose | Value | | --- | --- | | Print coverage | About 20% of the bottle front; the rest is see-through | | Brand dot | About 8% of bottle width, centred above the wordmark | | Text stack width | About 70% of bottle width | | Stack position | Starts about 25% down the bottle body, reads top to bottom | | Powder circle | About 55% of the tub label height, on the right side | | Colours per pack | One ink (white or navy) on clear, tinted or one flat field | | Density | Sparse: a short text column and a lot of visible product | ### Shapes | Element | Shape | | --- | --- | | Brand dot | Solid small circle above the wordmark | | Powder swatch | Large filled circle on tub and pouch labels | | Bottle | Round-shouldered cylinder | | Cap | Ribbed white screw cap | | Capsule | Clear pill-shaped capsule holding beadlets or oil | ### Finishes | Finish | Where | Look | | --- | --- | --- | | Clear gloss PET | Core supplement bottles | transparent | | Tinted PET | Sleep bottle | transparent | | Matte film | Sage and silver pouches | matte | | Metallic film | Protein shake pouch | metallic | ## Pack Elements ### Brand dot **Role:** Brand symbol Solid Print White (#ffffff) circle about 8% of bottle width, centred above the wordmark. ### Title-case wordmark **Role:** Brand block Medium geometric sans directly under the dot, smaller than the product name. ### Name and modifier **Role:** Product identity Bold geometric product name as the largest text, with a serif-italic modifier on the next line. ### Window bottle **Role:** Product display Clear PET body with only about 20% of the front printed, so Capsule Gold (#e3c070) softgels fill the rest. ### Ribbed cap **Role:** Closure Cap White (#f7f6f2) ribbed screw cap, never coloured. ### Powder circle **Role:** Range signal on powders Large circle about 55% of label height filled with the powder colour, set to the right of the type stack. ## Do's and Don'ts ### Do - Use a fully transparent bottle so the capsules provide the colour; print no more than about 20% of the front. - Print all bottle copy in Print White (#ffffff) directly on the plastic, no paper label. - Put a solid circle about 8% of bottle width above the wordmark as the brand device. - Set the product name in the bold Headline sans and its modifier in the Script serif italic. - Tint the bottle itself, e.g. Sleep Blue (#2f6fae), when a line needs its own identity. - On powders, give each product one flat field colour and a large circle showing the powder. ### Don't - Don't wrap bottles in opaque labels that hide the contents. - Don't use more than one ink colour on a bottle. - Don't add illustrations, patterns or botanical drawings. - Don't set the product name itself in the serif italic; it is only for modifiers. - Don't use coloured caps; caps stay white. - Don't make the wordmark larger than the product name. ## Surfaces | Level | Name | Value | Purpose | | --- | --- | --- | --- | | 0 | Clear PET | `#eef0ee` | See-through bottle body | | 1 | Capsule Gold | `#e3c070` | The product seen through the bottle, acting as the visible field | | 2 | Print White | `#ffffff` | Type and dot printed on top | ## Front Panel Layout No label on bottles: a short centred-left text stack printed in white across the front of the clear body. Powder packs hold the same stack on a flat colour field with a large circle on the right. | Zone | Content | | --- | --- | | Top | Solid white dot and wordmark | | Middle | Product name in bold sans, modifier in serif italic | | Lower | Supplement category, capsule count or net weight | | Powder right side | Large circle filled with the product's colour or a photographic texture of it | ## Range System On bottles, colour comes from what is inside (capsule colour) or from tinting the bottle itself; on powders, each product gets one flat field colour plus a circle in the powder's colour, while the dot, wordmark and type stack stay identical. - Multivitamins = clear bottle showing gold softgels and beaded capsules - Sleep = blue-tinted bottle - Creatine greens = sage pouch with a green and yellow circle - Protein shake = silver pouch with a cocoa-brown circle - Magnesium = navy label on a cream tub with an apricot circle ## Back of Pack The back of the bottle carries the supplement facts panel printed in white so the capsules still show through, with directions and warnings beside it; tubs and pouches put the same panel on the flat field. - Supplement facts table with serving size and amounts per serving - Other ingredients and allergen statement - Suggested use and storage directions - Third-party testing and traceability marks - Barcode, lot number and distributor address - Recycling note for the bottle and cap ## Imagery The product is the image: visible capsules (amber softgels, clear capsules with beadlets) through clear plastic, or a single circle of powder colour on powder packs. No illustration. ## On Shelf Lined up, the clear bottles read as a row of glowing capsules with an identical white dot-and-wordmark stack, so the brand is recognised by the transparency itself; tinted and powder packs stand out as single flat colours. ## Agent Prompt Guide Quick Color Reference: - Clear PET: #eef0ee — Transparent bottle that displays the capsules as the main colour - Cap White: #f7f6f2 — Ribbed white screw cap on every bottle and the cream body of the powder tub - Print White: #ffffff — Dot, wordmark and all copy printed directly on clear and tinted bottles - Dusk Navy: #1e2a4a — Type on silver and sage pouches, and the label field on the magnesium tub - Sleep Blue: #2f6fae — Tinted blue bottle for the Sleep supplement - Greens Sage: #8fa877 — Flat pouch colour for the creatine and greens powder - Shake Silver: #d9dade — Silver pouch for the protein shake, printed in navy - Powder Apricot: #f0a77a — Large circle showing the powder colour on the magnesium tub label - Capsule Gold: #e3c070 — Colour of the visible oil softgels and beadlets, which reads through the clear bottle Create a transparent PET supplement bottle with a ribbed Cap White (#f7f6f2) screw cap, filled with amber Capsule Gold (#e3c070) softgels and clear capsules holding beadlets. Print a solid white dot about 8% of the bottle width, with an original medium Headline wordmark directly under it in Print White (#ffffff). Set the product name as the largest text in the bold Headline sans, with a serif-italic Script modifier line beneath and a small Body capsule count at the base. Make a matching bottle tinted Sleep Blue (#2f6fae) with the identical white type stack. Design a cream powder tub with a Dusk Navy (#1e2a4a) label field holding the same stack and a large Powder Apricot (#f0a77a) circle on the right. Image prompt: Product photo of a new supplement brand in a see-through, single-dot style: a transparent PET capsule bottle with a ribbed white screw cap, filled with golden oil softgels and clear capsules holding speckled beadlets, printed directly in white with a solid white circle above an original medium geometric sans wordmark, a bold sans product name, a serif-italic modifier line and a small capsule count; beside it a blue-tinted version of the same bottle and a cream powder tub with a navy label field and a large apricot circle showing the colour of the powder. No paper labels on the bottles, no illustrations. Pale grey seamless backdrop with a glass pedestal and soft shadows. Invent an original brand name and artwork; do not reproduce existing logos. ## Similar Brands - **Care/of** — Also sells modern subscription supplements with clean sans type and colour per product, but in printed pouches and packets rather than clear bottles. - **Seed** — Shares the capsule-in-capsule display and minimal type, using refill pouches and glass jars in a darker, more botanical palette. - **Olly** — Uses clear jars that show the product, with much louder colour and illustration. - **Athletic Greens** — Puts a powder in a flat single-colour pouch with simple type, without the transparency or the dot device. ## Quick Start ### CSS Custom Properties ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ :root { /* Colors */ --color-clear-pet: #eef0ee; --color-cap-white: #f7f6f2; --color-print-white: #ffffff; --color-dusk-navy: #1e2a4a; --color-sleep-blue: #2f6fae; --color-greens-sage: #8fa877; --color-shake-silver: #d9dade; --color-powder-apricot: #f0a77a; --color-capsule-gold: #e3c070; /* Typography — families (free lookalikes) */ --font-headline: 'DM Sans', 'Avenir Next', Helvetica; --font-script: 'Newsreader', 'Georgia Italic', 'Times Italic'; --font-body: 'DM Sans', Avenir, Helvetica; /* Typography — illustrative scale, as a share of the panel (Front of the 30-count multivitamin bottle body, about 95 mm tall excluding cap) */ --panel-height: 95mm; --text-product-name: calc(var(--panel-height) * 0.07); --text-wordmark: calc(var(--panel-height) * 0.045); --text-modifier: calc(var(--panel-height) * 0.04); --text-nutrient-pair: calc(var(--panel-height) * 0.025); --text-category: calc(var(--panel-height) * 0.02); --text-count: calc(var(--panel-height) * 0.018); --text-legal: calc(var(--panel-height) * 0.012); /* Proportions */ --print-coverage: 20%; --brand-dot: 8%; --text-stack-width: 70%; --powder-circle: 55%; /* Surfaces */ --surface-clear-pet: #eef0ee; --surface-capsule-gold: #e3c070; --surface-print-white: #ffffff; } ``` ### Tailwind v4 ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ @theme { /* Colors */ --color-clear-pet: #eef0ee; --color-cap-white: #f7f6f2; --color-print-white: #ffffff; --color-dusk-navy: #1e2a4a; --color-sleep-blue: #2f6fae; --color-greens-sage: #8fa877; --color-shake-silver: #d9dade; --color-powder-apricot: #f0a77a; --color-capsule-gold: #e3c070; /* Typography — families (free lookalikes) */ --font-headline: 'DM Sans', 'Avenir Next', Helvetica; --font-script: 'Newsreader', 'Georgia Italic', 'Times Italic'; --font-body: 'DM Sans', Avenir, Helvetica; /* Typography — illustrative scale, as a share of the panel (Front of the 30-count multivitamin bottle body, about 95 mm tall excluding cap) */ --panel-height: 95mm; --text-product-name: calc(var(--panel-height) * 0.07); --text-wordmark: calc(var(--panel-height) * 0.045); --text-modifier: calc(var(--panel-height) * 0.04); --text-nutrient-pair: calc(var(--panel-height) * 0.025); --text-category: calc(var(--panel-height) * 0.02); --text-count: calc(var(--panel-height) * 0.018); --text-legal: calc(var(--panel-height) * 0.012); /* Proportions */ --print-coverage: 20%; --brand-dot: 8%; --text-stack-width: 70%; --powder-circle: 55%; /* Surfaces */ } ```