For a product people hold, the brand is judged in the hand before a word is read. This is the whole system: the thinking first, then the mark, then the direction for everything the customer touches, so your photographer, your printer and your packaging supplier all work from the same page.

A working session with the owners: who it is for, what it sits beside, and what it must never look like

A look at the category, so the brand is different on purpose rather than by accident

A one-page brand brief, agreed before any design work starts

Two concepts, each shown in use: on the product, the packaging, and a shop window or site

The chosen route refined: logo and wordmark, with a cut designed for engraving, embossing or foil at small sizes

Colour in HEX, RGB, CMYK and Pantone, and a type system for print and screen

Photography: light, crop, backgrounds, and how the product is shown in use and on its own, with references a photographer can work from

Packaging: box, bag, inserts, cards, whatever the product ships in, with materials and finishes to take to your supplier

Brand guidelines: a manual somebody else can apply without asking me

One brand and one product range, two concepts, three rounds of changes, in five weeks

Direction for the shoot and the packaging, not the shoot or the print run. Packaging artwork for each item is quoted separately.

Every file in the formats a printer, an engraver and a web team need. You own the mark on final payment, with working files and outlined vectors.

If you need only the mark, type, colour and manual, the brand design service is the smaller job.

Twenty years of brands that sell on detail: South China Clothing's tailoring, YellowStone's furniture made to order, Urban Barista's packaging, and a collection brochure for Ebony Optical, a frame maker.