Elseve Purple Shelf Frame
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Shelf artwork framing the purple shampoo
The Elseve Purple shelf frame creates a rising purple portal around the front and top of shampoo bottles, highlighting the product line on the supermarket shelf. The Elseve Color-Vive and Purple Treatment Range message at the top identifies the category. The large central window surrounds the product without obscuring it; a seamless brand block is created between the purple color of the packaging and the frame surface.
Portal form and base tray
The vertical side panels connect to the product holder at the base and are complemented by a horizontal contact area at the top. The low set at the front secures the first bottle, while the stock in the rear row continues within the same channel. The combination of a printed sheet or plastic frame with a shaped shelf tray creates a hybrid construction. The window opening must allow access without pinching the pump or cap section of the bottle.
Serial sorting on the supermarket shelf
Purple Shampoo bottles are arranged along the depth within the frame. Other Elseve series on the sides continue in a standard shelf layout, while the purple portal visually delimits the specific sub-series. This approach, used in the hair care sections of supermarkets and personal care stores, facilitates in-brand wayfinding while maintaining available shelf capacity. Shelf price and access to neighboring products should remain clear within the frame layout.
Visual hierarchy and operation
The top heading establishes a clear readability sequence, first displaying the series name, then the actual product within the frame. The purple color scheme integrates seamlessly with the packaging, while the black base separates the bottles from the background. During daily replenishment, pulling the bottles forward and keeping the frame upright maintains display quality. Precise height, channel width, and material strength must be verified against actual bottle dimensions and shelf space.
Estimated dimensions: 24 × 48 × 30 cm (width × height × depth). These dimensions are estimated from the product and stand proportions shown in the image; they are not the exact production dimensions.
