Packaging design should be estimated against a defined scope. A graphic refresh on an existing carton, a new structural solution and a project that also includes brand positioning are different assignments. Separate design, prototyping and production costs before comparing proposals.
What changes the scope?
Start with the product range: how many sizes, flavours, formats and language versions are needed? Extending one established system across a range is different from developing separate concepts for unrelated products. Structure also matters. Applying graphics to an approved dieline differs from developing protection, inserts, load capacity and an opening experience.
The starting point of the brand is another factor. If positioning, naming, logo files, typography or colour rules are unresolved, that work needs to be addressed explicitly. Copy development, illustration, photography, artwork preparation, supplier coordination and sample reviews should also be identified rather than assumed.
Separate design from production
Design fees cover the agreed strategic, creative and technical deliverables. Production may involve tooling, printing plates, materials, finishes, samples, assembly and freight. Order quantity, dimensions and manufacturing choices affect those costs. A design proposal is therefore not automatically a complete budget for bringing the product to market.
Prepare six things for a useful brief
1. Product photographs, dimensions, weight and storage requirements. 2. The current range and any planned extensions. 3. Intended markets, sales channels and retail price. 4. Existing logo files, identity guidelines and packaging artwork. 5. Launch timing, estimated quantities and any appointed suppliers. 6. The problem you want to solve and a working budget range. If something is undecided, mark it as such; incomplete information need not prevent an initial conversation.
Compare equivalent proposals
Check the number of products and versions, concept and revision arrangements, structural work, artwork specifications, sample support and final file handover. Clarify responsibility for copy approval, production approval and changes outside scope. A lower starting fee may exclude necessary work; a higher fee should still be supported by clear responsibilities and deliverables.
Frequently asked questions
Can we enquire before setting a budget?
Yes. Explain the product, channels, timing and priorities. A conversation can establish a realistic first phase without forcing a figure that does not reflect your needs.
Do several flavours count as one design?
It depends on the differences. Changing a flavour name, creating separate illustrations and developing different packaging sizes involve different amounts of work. List every intended version before requesting a proposal.
Start with your product
MMD-LAB begins with the product and its selling context, then defines the required packaging, identity and production collaboration. Share what you know now; we can clarify the remaining questions in an introductory conversation.
