A full brand package is not one report but five deliverable types: brand strategy, naming and verbal system, visual identity (VI), packaging design, and communication materials. Strategy, VI basics, and core packaging are essential; naming, spatial design, mascots, and websites are optional add-ons. In Guangzhou, a complete package takes 8–16 weeks and costs from RMB 150,000 to several hundred thousand, depending on scope and depth.
Essential 1: Brand strategy—the foundation
A strategy report is not a PowerPoint prop. It must answer three questions: who we sell to, why they should buy, and how we differ from competitors. Deliverables typically include market and competitor scan, target audience profiles, a one-sentence positioning, 3–5 value pillars, and brand architecture (master-brand relationships). Acceptance criteria are concrete: the positioning sentence must be 25 Chinese characters or fewer (about 15 English words) and repeatable by sales; each value pillar must have factual backing, not adjectives.
- Timeline: 3–5 weeks, with 1–2 weeks for research and interviews.
- Acceptance test: Have a colleague not on the project read the positioning and restate the core idea—if they can, it passes.
- Common pitfall: Conclusions without reasoning, so internal teams can't align and designs get rejected repeatedly.
This is the core of brand consulting. Without a firm strategy, all subsequent design is rework.
Essentials 2 & 3: VI basics and core packaging
VI has two parts: basic system and applications. The basic system is essential and includes logo specifications, brand colors (typically 1 primary and 2–3 secondary, with CMYK and Pantone codes), Chinese and English typography rules, minimum logo size, and clear space. Applications—business cards, envelopes, uniforms, vehicle wraps—are optional; many companies start with basics and add applications as needed.
Packaging design is also essential, but only for core products. For tea gifts, the Wanda Tea Garden project began with category culture, then moved to gift box structure: outer box dimensions, inner tray compartments, bag load capacity, and opening method—all decided before graphic design. The result: packaging went straight to print without a second round of revisions. In Guangzhou, single gift box design typically costs RMB 15,000–40,000, including structural recommendations and die-line coordination.
Optional items: naming, spatial design, mascots, and websites
Not every business needs these. Decide based on use case:
- Naming: for new products or sub-brands. Includes 3–5 candidate names, trademark search advice, and rationale. Timeline 2–3 weeks; cost RMB 10,000–30,000.
- Spatial design: only if you have a store or showroom. Includes customer flow, materials, and signage. Timeline 4–6 weeks; priced per square meter, around RMB 150–400/sqm in Guangzhou.
- Mascot: for brands targeting younger audiences or needing offline interaction. Includes three-view drawings and 5–8 pose variations.
- Website design: a priority for B2B companies. Includes homepage and inner-page templates; back-end development is not included unless specified.
Communication materials: work backward from Lunar New Year
Communication materials are the most underestimated part of a full package because they are deadline-driven. For the New Year shopping season, work backward from Spring Festival: finalize packaging and send to printer 45 days before; first batch in warehouse 30 days before; materials in stores 15 days before. Printers hit peak scheduling 20 days before the holiday, so late orders get surcharged or bumped.
Prioritize Spring Festival marketing materials: key visual posters (three sizes: square for social, vertical for stores, horizontal for e-commerce), gift box display plans, sales script cards, red envelopes and tote bags, and a set of five online banners. These share VI application specs—don't create a separate visual system. For coordinated scheduling, use brand communication to align design and printing.
How to tell if a quote is padded
When you receive a full-package quote, count the deliverables and check acceptance criteria for each. A reliable quote specifies the strategy report page range, number of VI basics, number of packaging designs, and number of communication pieces. If it says “full brand package” without itemization, later additions will be endless. Another gauge is timeline: strategy 3–5 weeks, VI basics 4–6 weeks, single packaging 2–3 weeks. Faster than that means either templates or skipped research.
How much does a full brand package cost?
In Guangzhou, there are three tiers: basic, RMB 80,000–150,000, including strategy report, VI basics, and 1–2 packaging designs; standard, RMB 150,000–300,000, adding naming, application materials, and 3–5 packaging designs; deep, RMB 300,000+, including spatial design, website, and annual communication materials. Packages under RMB 80,000 usually compress strategy into a few interviews.
What's the difference between a full package and VI only?
VI only solves visual identity. A full package starts with strategy—who to sell to and why they should buy—then moves to visuals and packaging. The risk of VI only is a good-looking logo that can't explain business difference. The extra strategy report and naming system in a full package are for internal alignment and serve as the basis for all future materials.
When to start New Year packaging?
Work backward from Spring Festival: start packaging design 60 days before; finalize and send to printer 45 days before; first batch in warehouse 30 days before. Printers peak 20 days before the holiday; rush orders typically cost 15–30% more. If new die-lines are needed, add two weeks.
A full brand package can have a long deliverable list, but there's one test: can each item be used directly? If the strategy aligns the team, VI goes to production, packaging goes to print, and materials go to shelves, the package works.
Frequently asked questions
How much does a full brand package cost?
In Guangzhou, three tiers: basic RMB 80,000–150,000 (strategy, VI basics, 1–2 packaging); standard RMB 150,000–300,000 (adds naming, applications, 3–5 packaging); deep RMB 300,000+ (adds spatial, website, annual communication). Packages under RMB 80,000 usually cut strategy to a few interviews.
What's the difference between a full brand package and VI only?
VI only covers visual identity. A full package starts with strategy—target audience, value proposition, differentiation—then applies it to visuals and packaging. VI only risks a nice logo that doesn't explain business difference. The strategy report and naming system in a full package align internal teams and guide all future materials.
When should I start packaging for the New Year shopping season?
Work backward from Spring Festival: start design 60 days before; finalize and send to printer 45 days before; first batch in warehouse 30 days before. Printers hit peak 20 days before the holiday; rush orders cost 15–30% more. If new die-lines are needed, add two weeks.
Xingkong Dahai's core team has 4A agency experience. We quote by breaking down the deliverable list first, specifying timeline and acceptance criteria for each item. If you're comparing quotes, bring your list and we'll go through it item by item.
For project inquiries, visit our brand consulting page or call +86-400-6619-020.