ASTRONADE — Proposal

01 — Overview

Project Overview

What This Project Delivers

A complete brand identity system, packaging design for 5 SKUs, and in-store/influencer experience materials — all built from a single coherent visual foundation and ready for a phased launch campaign (July 2026 – December 2027).

Our Approach

We work in three sequential workstreams — Brand Identity, Packaging, and Retail Experience — each building on approved deliverables from the previous phase. This ensures every execution is rooted in a coherent brand idea and visual system, not just aesthetic choices.

A

Brand Identity

Logo, visual identity, brand manual, asset kit

B

Packaging Design

5 SKU labels, tray, packaging system

C

Retail Experience

In-store sampling, influencer kit

02 — Scope of Work

Scope of Work

A

Brand Identity & Brand Manual

Create a distinctive, ownable brand identity that positions Astronade as an upper-mainstream functional drink — credible, approachable, and visually distinct from competitors.

A3. Logo Design

A3.1 Exploration — 2–3 logo directions

A3.2 Refinement — 1 direction, 1–2 revision rounds

A3.3 Final Logo — Full Color (light + dark bg)

A3.4 Final Logo — Single Color (black + white)

A3.5 Logo Lockups — Horizontal + Stacked + Icon-only

A3.6 Small-Size / Favicon (16px–512px)

A3.7 Social Avatars (circular-crop safe)

A3.8 Logo Usage Guidelines

A4. Visual Identity System

A4.1 Color Palette — Pantone, CMYK, RGB, HEX

A4.2 Typography — Primary + secondary + tertiary

A4.3 Graphic Language — Pattern library (6–10 tiles)

A4.4 Pictograms — ~12 custom icons

A4.5 Photography Art Direction — Mood board

A4.8 Data Visualization Style — 3 examples

A5. Brand Manual / Brand Book

A comprehensive, practical document — both a strategic reference and a practical execution guide. Every section includes real, production-ready examples.

Logo System

Color System

Typography

Visual Language

Pictograms

Data Visualization

Social Media System

Stationery & Business Assets

Presentation Template

Packaging Design Rules

A7. Brand Asset Kit

A ready-to-use digital asset library — organized, named, and accessible from day one.

01_Logo/ All lockups, colorways, formats

02_Color/ ASE swatches, Figma lib, Pantone ref

03_Typography/ Font files, hierarchy specimen

04_Icons/ Full icon set (SVG + PNG)

05_Patterns/ Pattern tiles (AI, SVG, PNG)

06_Templates/ Social, presentation, email sig

07_Photography/ Art direction brief

08_Guidelines/ Brand Manual (PDF)

B

Label & Packaging Design

Design a full-body sleeve label and secondary packaging that communicate functional benefits at a glance, create shelf distinction, and scale efficiently across flavors.

B1. Label Architecture & Design System

B1.1 Label Grid / Template — Master grid with locked zones

B1.2 Flavor Differentiation System — Visual distinction rules

B1.3 Information Hierarchy Spec — Front, back, side panels

B1.4 Compliance Checkpoint — EU 1169/2011 verification

B1.5 Barcode Placement — EAN-13 position + quiet zone

B2. Label Design — 3 Initial Flavors

For each SKU: front face, back face, side panels, complete sleeve artwork with dieline + bleeds, and bottle mockup.

B2.x.1 Front Face — Logo, hero benefit, flavor name

B2.x.2 Back Face — Storytelling, ingredients, QR, CTA

B2.x.3 Side Panels — Mandatory + marketing text

B2.x.4 Flat Artwork — Press-ready PDF/X-4 with dieline

B2.x.5 Bottle Mockup — Front + back views

B3. Label Design — 2 Additional Flavors

Same subdeliverables as B2 for 2 additional SKUs.

B4. Secondary Packaging — Cardboard Tray

B4.1 Tray Design — Exterior + interior, press-ready with dieline

B5. Packaging System Guidelines

A documented rule system enabling the client or any future agency to produce derivative packaging without starting from scratch.

B5.1 Master Packaging Spec — Grid, color logic, positions

B5.2 Size Adaptation Rules — e.g. 500ml → 330ml

B5.3 Future Variant Types — New flavor, seasonal, size

C

In-Store Sampling & Influencer Kit

Create physical touchpoint materials that convert trial into purchase and equip influencers with a shareable unboxing experience.

C1. In-Store Sampling Experience

C1.1 Table-Top Info Card — A5, benefits + CTA + QR

C1.2 Counter Card / Standing Banner — A4

C1.3 Sampling Cup Label/Wrap

C1.4 Shelf Wobbler / Dangler — Impulse retail

C2. Influencer Discovery Kit

C2.1 Box Exterior Design — Branded sleeve / print

C2.2 Box Interior Layout — Unboxing experience

C2.3 Insert Card — Story, benefits, social, QR

C2.4 Kit Mockup — Closed, open, contents

03 — Deliverables

What You'll Receive

At project close, you will have everything listed below — production-ready, organized, and ready to use.

A — Brand Identity & Brand Manual

Complete logo system (all lockups, colorways, favicon, social avatars)
Visual identity assets (color palette, typography, pattern library, ~12 pictograms, data viz style)
Photography art direction mood board
Brand Manual (PDF — 10 sections)
Social media templates + tone guide + 3 reel concepts with scripts
Presentation template (8–10 master layouts, PPTX + Google Slides)
Email signature
Brand Asset Kit (8 organized folders)

B — Label & Packaging Design

Label grid / template system
Flavor differentiation spec
Regulatory compliance checkpoint
Barcode placement spec
5 press-ready sleeve label artworks (with bottle mockups)
Cardboard tray — press-ready artwork with dieline
Packaging System Guidelines

C — In-Store & Influencer Experience

Table-top info card
Counter card / standing banner
Sampling cup label/wrap
Shelf wobbler / dangler
Influencer discovery box (exterior + interior + insert card)
Kit mockup (closed, open, contents)

04 — Investment

Investment

A

Brand Identity & Brand Manual

Logo (8 subdeliverables), Visual Identity (6 subdeliverables), Brand Manual (10 sections), Social Media System, Presentation Template, Brand Asset Kit

€4,600

B

Label & Packaging Design

Label architecture (5 subdeliverables), 5 SKU sleeve labels with bottle mockups, Cardboard tray, Packaging System Guidelines

€5,300

C

In-Store & Influencer Kit

4 POS items + 4 influencer kit items

€840

Total Investment €10,740

All prices are exclusive of VAT.

What's Included

All subdeliverables listed in Sections A3–A5, A7, B1–B5, C1–C2
Up to 2 revision rounds per major deliverable (additional rounds billed at €150/hour)
All working files (AI / Figma / SVG) — not just output files
Bottle mockups per SKU (using client-provided or open-source template)
Project management and coordination
Email support throughout the project duration

What's Not Included

Font licenses (we recommend options at various price points)
Printing or production costs
Photography commissioning (see Add-on G)
Physical prototyping of POS materials
Website design or development (see Add-on I)
Paid media planning or buying
Ongoing retainer or maintenance

Payment Schedule

M1 Kickoff

Signed agreement + kickoff meeting

30%

€3,222

M2 Brand Foundation

Logo + Visual Identity + Brand Manual draft approved

30%

€3,222

M3 Packaging

Labels 1–3 + Tray + System Guidelines approved

25%

€2,685

M4 Final Delivery

All remaining deliverables + Asset Kit handed over

15%

€1,611

05 — Timeline

Timeline

Estimated duration: 11–12 weeks

Phase 1 — Brand Foundation

Weeks 1–5

Kickoff, logo exploration, logo finalization, visual identity system, brand manual draft

→ M2: Brand Foundation Approved

Phase 2 — Packaging & Touchpoints

Weeks 4–9

Label architecture, 3 initial flavor labels, cardboard tray, packaging system guidelines, POS materials, influencer kit

→ M3: Packaging + Touchpoints Approved

Phase 3 — Additional Labels & Delivery

Weeks 8–11

2 additional flavor labels, final brand manual, asset kit handoff

→ M4: Final Delivery

Phases overlap where dependencies allow. For example, label architecture (B1) begins during Phase 1 once the visual identity is sufficiently defined.

Client-Side Dependencies

Week 1 Strategic briefing session (in-person or video call — brand vision, competitive context, creative direction)

Week 1 Brief annexes (Brand Key, RTB/differentiator presentation) — if available

Week 4 Confirmed flavor names for all 5 SKUs

Week 4 Nutritional information and regulatory text per SKU

Week 4 Bottle mockup file (3D template or high-res photo) — or confirmation to use open-source template

Week 5 Sleeve printer's technical specs and dieline

Week 6 Tray supplier's dieline and material specs

06 — Process

Workflow & Revisions

Revision Policy

Included: Up to 2 rounds of revisions per deliverable
Additional revisions: Billed at €150/hour, quoted before work begins
A "revision round" = consolidated feedback on one deliverable, implemented in one pass
Fragmented or piecemeal feedback does not count as a single round

Feedback Protocol

All feedback consolidated by a single point of contact on the client side
Feedback provided in writing (email or marked-up PDF)
Response time from Tarnovski: 2–3 business days per revision round
Client review windows: 3–5 business days per deliverable

Assumptions

#1 Flavor names are finalized for all 5 SKUs — if naming is needed, it becomes an additional deliverable

#2 Product photography not included — bottle mockups serve as interim imagery (see Add-on G for photography)

#3 Sustainability is not a core brand pillar for launch (see Add-on H if needed)

#4 This proposal is based solely on the brief — no client email or additional context has been received

07 — Add-ons

Optional Add-ons

Separate scopes that can be activated at any time. Priced individually.

A

Retail Pitch Deck

B2B presentation for retail buyers — brand story, market data, margin story, shelf placement proposal. 12–15 slides.

B

Brand Video / Motion Identity

30–60s brand anthem video concept + production oversight. Logo animation, social video bumpers, lower-thirds.

C

Content Strategy (3 months)

Editorial plan, 6–8 articles for social/editorial use, content calendar.

D

Email Marketing Setup

Welcome sequence (3 emails), newsletter template, Klaviyo/Mailchimp integration.

E

Trade Show / B2B Event Materials

Roll-up banner (85×200cm), product brochure (A4, 4 pages), branded tablecloth, display stand concept.

F

Limited / Seasonal Edition Labels

Design for 1 seasonal or limited-edition SKU label. Full sleeve artwork + bottle mockup.

G

Photography Commissioning

Art direction + photographer sourcing + on-set art direction. 30–50 edited images.

H

Sustainability Messaging Module

Sustainability narrative, packaging recyclability messaging, on-label eco-claims.

I

Web Partner Curation

We don't build websites, but we'll help you find the right partner. We'll recommend a suitable web dev agency, translate the brand identity into clear design tokens, review deliverables for brand consistency, and ensure a smooth handoff.

08 — Next Steps

Next Steps

1

Client reviews this proposal and confirms scope (or requests adjustments)

2

Clarifying questions (assumptions + open items) discussed via email or call

3

Signed agreement + M1 payment → Kickoff meeting scheduled

4

Kickoff — brief annexes shared, existing assets transferred, Phase 1 begins

Ready to build something remarkable?

andrei@tarnovski.com