1. What is the name of your brand?
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2. Why did you start this business? Give a short summary of your story.
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3. What makes this product line unique?
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4. Describe the tone/personality of your business with 5-6 adjectives (ex: professional, friendly, modern, gritty, natural, minimal, etc).
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5. What 2-3 brands do you look up to when it comes to your business? Think beyond your own industry as well for examples. Why do you like what they’re doing?
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6. Are you targeting brick and mortar stores or D2C? If brick and mortar, are there any specific targets?
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7. Do you have any specific goals that you hope this branding will solve, or help to make clear to potential customers?
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8. Who is your ideal customer? You can name actual people, a persona or demographic, or just describe an ideal type of person.
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9. How do customers currently find you or how do you think they’ll find you in the future (ex: referrals, Instagram, Facebook etc.)?
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10. Are you just looking for label design, or also unique bottle design? Are you looking for anything else too (ex: Branding, Positioning, Marketing, etc))
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11. Who are your primary competitors?
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12. Where do you want your business to go in the near future?
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13. Where would you like your business to go longer term?
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14. What is the primary market for this design? Is this a local launch, regional, national, global? Which region?
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15. Will you be providing foundational copy? Basic necessary copy, weight, nutrional information, etc
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16. Are there any brand elements we'll be working with? Logo, specific colors, typefaces, imagery or graphics.
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17. Are you working against a budget or timeline?
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18. This questionnaire is pretty exhaustive! However, can you think of anything else about your brand or any additional creative considerations that would be helpful for me to know?
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