The standard used to convert product and commercial requirements into written briefs that suppliers and designers work from, and to verify what they return against those briefs. Applied across packaging, marketplace imagery and physical product branding.
Reduce rework and revision cycles by specifying requirements in writing before production begins, and by reviewing output against the written brief rather than against preference.
| Element | Contents |
|---|---|
| Purpose | What the deliverable is for, stated before any requirement |
| Structural constraints | Dielines, dimensions, physical fit, platform requirements |
| Content requirements | Product information, features, contents, mandatory copy |
| Placement requirements | Branding, logo position, informational areas such as barcodes |
| Hierarchy | What is seen first, and in what order |
| Reference material | Existing guidelines, competitor patterns, prior approved work |
The purpose statement carries the most weight. A brief listing requirements without stating what the deliverable is for tends to produce work that satisfies every requirement and misses the intent.
Packaging - Layout coordinated against product dimensions and fit, labelling requirements and brand guidelines, then verified as production-ready before the run.
Marketplace imagery - Each image assigned a defined purpose, with features, specifications, use cases and messaging specified per image, alongside platform main-image requirements.
Physical branding - Logo application to product and retail packaging, verified against the approved identity on returned samples.
Output is reviewed against the brief. A finding referencing a specific point in the brief is actionable and closes. A general statement of dissatisfaction produces another round.
Revisions are consolidated before they are sent, so the supplier or designer receives one coherent set of changes. Sequential and contradictory feedback from multiple parties is the most common cause of extended revision cycles.