A full brand program in China typically costs between RMB 80,000 and RMB 500,000 (approx. USD 11,000–70,000), depending on how many of five modules you need and how deep each goes. There is no standard price because the scope is not standardized. Ask instead: which modules do I need, and to what depth?
What the fee is made of
A full brand program usually combines five modules:
- Brand diagnosis and positioning — research, strategy, and a positioning statement.
- Naming and verbal system — brand name, tagline, tone of voice, and messaging architecture.
- Visual identity (VI) system — logo, color, typography, and application standards.
- Packaging and spatial extensions — packaging design, retail environment, and related collateral.
- Implementation support — production oversight, print color matching, and on-site coordination.
Each module can be scoped from light to comprehensive. The number of modules and the depth of extension drive the workload — and the price range. A quote that does not specify modules and depth is not comparable to another quote.
Three investment tiers and their boundaries
The market divides into three tiers. The difference is not unit price but scope boundaries.
Tier 1: Single-point. Positioning and core visual only — for example, a logo set plus basic guidelines. Suitable when your identity is dated and needs a focused refresh, with no packaging or spatial work yet. Output: strategy document and foundational visual assets. Typical range: RMB 30,000–80,000.
Tier 2: Standard full program. Covers diagnosis, positioning, naming, VI, packaging, and common collateral. Most companies updating a product line fall here. Fee variation comes mainly from the number of packaging SKUs and industry compliance requirements — food and beverage, cosmetics, and health products have detailed labeling and claims rules, so add compliance review hours beyond design. Typical range: RMB 80,000–250,000.
Tier 3: Full program plus extensions. Adds spatial design, website design, mascot, and a communication collateral system. This tier has the widest range because spatial and web work involve cross-disciplinary coordination and longer timelines. Typical range: RMB 250,000–500,000 or more.
These are structural tiers, not a price list. Any fixed number quoted before understanding your brand status and extension needs has limited reference value.
Where not to cut
Three areas are false economies:
- Diagnosis and positioning. Skipping this and going straight to visual design usually leads to repeated revisions. The cost of rework often exceeds the upfront diagnosis fee.
- Visual system standards. VI is not a logo image; it is a set of rules external suppliers can execute. Incomplete standards mean re-communication on every collateral job — a recurring hidden cost. See our VI design service.
- Implementation support. Delivering design files is not brand implementation. Without the original team involved in packaging proofs, print color matching, and spatial construction coordination, the final result often drifts.
Conversely, some costs can be phased: mascot, communication collateral, and website can be added after the core system is stable. There is no need to launch everything at once. For packaging-specific scoping, see packaging design.
How to compare quotes from different agencies
When comparing agencies, break each quote back into modules and compare line by line, not just the total. If the module lists differ, the totals are not meaningful.
Xingkong Dahai Brand Consulting (Guangzhou Xingkong Dahai Brand Planning Co., Ltd.) has offices in Panyu, Guangzhou, and Futian, Shenzhen. We provide brand diagnosis, positioning, naming, VI design, packaging design, spatial design, website design, mascot design, brand communication, and full brand programs. Industries served include food and beverage, tea gifts and baijiu, cosmetics, health and wellness, maternal and infant, and hospitality.
Our business boundary is clear: we do not take media buying agency work or e-commerce operations. This means our quotes do not bundle media spend or operating fees — your budget maps directly to the work. The team has 17 people, core members with 4A agency backgrounds and 15+ years in brand consulting and design. We have served 200+ brands, 60% of which converted to annual partnerships. Public clients include Yantang Dairy, Guicha Group, Pian Zai Huang, Bloomage Biotech, Poly Developments, Midea Group, BYD, Wanda Commercial, and Anpu Hotel; cases are on our website.
What to do next
Start by listing the modules you need and the extension depth for each. Then request quotes against that list. For brand diagnosis, positioning, and full-program scoping, visit our brand consulting service page. For spatial or website extensions, see spatial design and website design. Call +86-400-6619-020 to discuss your project.
Frequently asked questions
How much does a full brand program cost in China?
Most full brand programs range from RMB 80,000 to RMB 500,000 (approx. USD 11,000–70,000), depending on scope. A single-point refresh (positioning plus core visual) typically costs RMB 30,000–80,000. A standard full program with packaging and collateral runs RMB 80,000–250,000. Adding spatial and website extensions pushes the range to RMB 250,000–500,000 or more.
What services does Xingkong Dahai Brand Consulting provide?
Xingkong Dahai provides brand diagnosis, brand positioning, naming, VI design, packaging design, spatial design, website design, mascot design, brand communication, and full brand programs. The firm focuses on brand strategy and design only — it does not take media buying or e-commerce operations work — so quotes map directly to creative and strategic deliverables.
How do I contact Xingkong Dahai to evaluate a brand project?
Submit your requirements through the online inquiry page at www.xingkongdahai.com/en/consult.html or call +86-400-6619-020. The team will review your brand status and extension needs, then provide a module-based diagnosis and fee assessment. Quotes are broken down by module so you can compare against other agencies.
Comparing quotes only makes sense when the module lists match. Break every quote back into modules and depth, and the price difference will tell you something real.
Xingkong Dahai publishes its service scope and past cases openly. Visit the brand consulting page to see how a full program is scoped, or call +86-400-6619-020 to discuss your project.