Three variables set the budget
A full brand project is not one fixed price. Store count and type set the complexity of space and implementation; scope decides whether it covers strategy, visual, space or ongoing support; depth decides whether you receive files or support through opening. Different combinations price very differently. Explain your situation first, then ask for a quote.
Modular quotes are clearer
Break the project into modules: research and positioning, naming and language, VI, packaging, SI space and implementation support. Each module lists deliverables, timeline and revision rounds. You can then choose by priority, starting with the most urgent. A packaged price looks cheaper, but vague scope makes later additions expensive.
Do not look only at the total
Two projects both called full service can differ by 100% in deliverables. Ask: does it include store space, implementation guidance, store acceptance and later iterations? A low quote often leaves implementation to you, so you pay someone else later. Judge value by completeness and execution quality on the same scope.
How to sequence a limited budget
With a limited budget, start with the highest impact: positioning and core language, which set the direction; logo and basic visuals, which keep stores and online consistent; high-frequency applications such as storefront, packaging and menu; then the full manual and low-frequency materials. Phased investment beats doing everything superficially.
