Confidential For internal & partner use only

Brand
Guidelines

Alea Brand Guidelines

What's inside.

01
Brand essence
Mission, promise, three pillars
02
Voice & tone
How we sound, how we don't
03
Logo
Wordmark, surfaces, clear space
04
Social media
Captions, hashtags, comments, video
05
Color
Eggshell · Earth · Pink + neutrals
06
Typography
Suisse Int'l, three weights
07
Imagery
Formats, sizes, art direction
08
Design system
Spacing, radii, shadows, motion
09
Do & Don't
Quick references for any surface
10
Sign‑off
Where to ask, where to find files
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Contents
01 · Brand essence

Your period self-care journey
starts here.

"Period products should be viewed as an integral part of self‑care, much like skincare." — Roxane, Founder
PILLAR 01
Self-Care.
We're part of our community's self-care journey. Period care isn't an afterthought, it's a thoughtful, intentional ritual that belongs in every healthy wellness routine.
PILLAR 02
Sustainability.
Healthy bodies need a healthy planet. Our 100% organic cotton products and plastic-free packaging reflect a deep commitment to your health and the environment.
PILLAR 03
Accessibility.
Menstrual health should be a priority for all. We bring free, healthy period care into corporate, fitness, and school washrooms across Canada, and donate to those who can't afford it.
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Brand essence
02 · Voice & tone

A new way to feel good
about your period.

First‑person plural
"We" and "us." The brand speaks as a collective. Founder voice slips into "I" only on Our Story.
Period talk
We use the right words: period, blood, cramps, vagina.
No 'feminine hygiene', no 'sanitary products.'
We're here to normalize the conversation, periods affect 51% of the population, and everyone should feel comfortable talking about them.
We prefer 'period' over 'menstruation'.
Tone of voice
Fun, bold, friendly, but always trustworthy. We can make you smile and still earn your confidence in the same sentence.
Benefits first, evidence second
We lead with what it means for you, then back it up with proof. The feeling earns attention; the facts earn trust.
How we communicate benefits in a trustworthy, fun and relatable way
  • Period care made of ingredients you'd actually want inside you. Wild concept, we know.
  • Soft against your skin: because our pads are made with premium, 100% certified organic cotton, not plastic.
  • Breathable on long days: no synthetic fibers, no fragrance, no diaper-plastic feel.
  • Up to 8 hours of leak protection: organic cotton is seriously absorbent. No plastic needed, and it still works.
  • Gone in 12 months: because your pad shouldn't outlive your kids' kids.
  • Wings that actually stay put, without the crunchy plastic feel.
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Voice & tone
04 · Social media

Guidelines for socials.

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Social media
05 · Color

Warm, earthy,
quietly confident.

Pillar 01
Eggshell
Primary CTAs, sale flags, underline hovers, accent strokes. Used sparingly so it stays a signal.
#E5E3DC
--alea-eggshell
Pillar 02
Earth
Footer and header, inverse surfaces, dark-mode panels.
#6E6761
--alea-earth
Pillar 03
Pink
Newsletter blocks, lifestyle backgrounds, decorative fills. Soft enough to live next to red.
#e97c8c
--alea-pink
Text on background
On White
--alea-ink
On Cream
--alea-ink
On Earth
--alea-cream or --alea-white
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Color
06 · Typography

One family.
Three weights.

Aa
Suisse Int'l · Swiss Typefaces
Self‑hosted as woff2. Tight tracking on display sizes (−0.025em), generous body line‑height (1.5).
Regular · 400
Period care, reimagined.
Medium · 500
Period care, reimagined.
Medium Italic · 500i
Period care, reimagined.
Display · H1
Feel good.
Body · 16/1.5
Made from certified organic cotton, free from plastics, fragrances and dyes.
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Typography
07 · Imagery

Warm light,
real bodies.

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Imagery
08 · Design system

Spacing, radii,
shadow, motion.

Spacing — 4px base
--s-8 · 12 · 16 · 24 · 32 · 48 · 64 · 96
Radii — soft, never squircle‑heavy
4 · sm
8 · md
14 · lg
22 · xl
pill
Shadow — warm, earth‑tinted
sm
md
lg
Motion — restrained, ease‑out
200ms · primary transitions (hovers, swaps)
280ms · entrances (drawers, modals)
cubic-bezier(0.2, 0.6, 0.2, 1)
No bounces, no elastic, no parallax. Trust the photo.
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Design system
09 · Do & Don't

A quick gut check.

✓ Do
·
Talk like a friend. "We know periods aren't always fun."
·
Make claims concrete. "Free from plastics, fragrances, dyes."
·
Set on cream. Pure white is reserved for cards on cream.
·
Use red as a signal. CTAs, sale, hover. Never a wash.
·
Trust photography. Warm light, soft focus, real skin.
·
Sentence case for headlines, buttons, nav.
✕ Don't
·
Sound clinical or coy. No "feminine hygiene," no "monthly visitor."
·
Add sage or green. Retired. Warm‑family only.
·
Reach for gradients. The brand is magazine‑flat.
·
Pepper with emoji. One pin (📍) on Store Locator. That's it.
·
Draw illustrations. Photography does the work.
·
Drop‑shadow heavily. Stay close to the surface.
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Do & Don't
Feel good
about your period.
AI assets
Design tokens
tokens.json Brand rules
brand.md LLM entry point
llms.txt
alea
aleaprotection.com
Questions? marketing@aleaprotection.com