How much would you charge for a logo, 3 page style guide, and packaging design for a food product line?

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I was thinking around $2,500 based on my skill level and the fact that I do stuff like this for my day job on really big brands, and also that they are a smaller company. Thoughts?

You might feel bad for them because they are small. Why? Is this company feeding the homeless or donating to St Jude? They’re a business trying to make a buck. No matter what you charge, you’ll still be much cheaper than if they hired even the smallest branding agency.

This is not just a set of deliverables. It’s branding.

Branding is an intellectual property that will enhance the company’s marketing position for their food brand for years. You don’t just charge for the time to execute it. You charge for your skill in creating this value-generating engine.

Even disregarding everything I said about value, you’re still charging too low.

You’re not just pumping out a logo. There is going to be a LOT of back-and-forth to settle on one. And when you finally get it, you then have to make all the variants: wide, stacked, knockout, one-color, lockup and non-lockup, etc.

That style guide is what’s really going to screw you. It’s not just one deliverable. It’s a “container deliverable”—something that clients count as “one” but really contain several mini deliverables inside, plus they can easily sneak on more requests inside of it.

You need time to think of the tone, choosing a font, color schemes, and more. And the client has to like them! You’ll have to redo them a couple times.

Then you have to assemble the deck to show how it all works, which is a whole project itself.

And then you have to design the package.........

Still think $2500 is right? The sounds like a solid month of work.

Thanks. Yeah I’m still not sure what to do. After talking with some friends I may do around 5k for it all.

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