How long should a proper brand identity refresh take? Talking about a food brand with several food products in different categories, new packaging, photography, website, and brand elements?

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6-12 months depending on how big the brand is and the budget.

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Is there an overall refresh strategy that's informed by market research? If not, that itself could take months and months. There are many variables that would affect timing. Resources and complexity of brand architecture, for sure. but also the goal of the refresh (if it's to expand to new markets, that would take a bit longer than just a graphic research with no business objectives tied to it) the number of key markets the brands are in, and additional discovery and ongoing market research and testing could lengthen the duration if the team didn't hit the jackpot refresh right away.

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Oh Ya how many times has it saved my ass too!

And our execs are also answering to theirb execs too. So keeping them up to date on costs and timeliness help prevent any surprises. Execs hate surprises...

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We just completed one that took us 12 months with the website and practitioner dashboard included. I think it depends on how on how much you’re changing, and what all needs to be changed along with it.

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It can take long if you have physical retail presence or fleet to rebrand like FedEx and Verizon take several years to finish.

Website and digital assets can be fast to update. Packaging I suppose depends on the entire production schedule from design reviews to photoshoot, post production, printing, and distribution—12-18 months or more.

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I think there’s a difference between developing and implementing. Developing in 12 months seems excessive to me, it would be good to have that amount of time, yes, but only saw this timeline on huge ginormous budget project and those don’t come by very often.

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I’m on a big shop.

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