Brand package example

What goes into a strategic brand package? See a real brand package example with photos, tips, and why each piece matters.

Ever wonder what actually goes into a brand package? Like, what all those files and elements mean, and why they actually matter for your business? Whether you’re building a new brand from scratch or refreshing your current vibe, it’s not just about having a cute logo (though, yes, we will make it cute)!

In this post, I’m walking you through each part of a custom brand package example and explaining the why behind every piece. You don’t want just a beautiful brand, you want, and need, one that actually works for your business. Think of this as a mini behind-the-scenes tour with a few teaching moments (and plenty of visual inspo, of course!). If you’ve been looking for a brand package example that shows both beauty and strategy, you’re in the right place.

Let’s dive in:

The Moodboard: the first step in any great brand package example

Before we even touch a logo concept, we start with a moodboard. And no, it’s not just a pretty collage for fun (although it is pretty). This curated board of photos, colors, textures, and type inspiration helps us get super clear on your brand’s overall vibe. Is it coastal and breezy? Moody and modern? Earthy and soulful? This step makes sure we’re both seeing and feeling the same thing before any real design work begins.

Think of the moodboard like your brand’s Pinterest-meets-creative-compass. It gives us a shared visual language to work from, so we avoid any “this isn’t what I pictured” moments down the road. It also sets the tone for your future visuals, so your brand feels cohesive whether you’re launching a website, posting to Instagram, or sending out a newsletter.

We’ll build it together during the early strategy phase, so you can give feedback and make sure it truly aligns. Once approved, it becomes the foundation of your brand visuals.

The brand voice: your business’ personality on paper

Before we even talk colors or logos, we start with your brand voice, because how your brand sounds is just as important as how it looks. Are you bubbly and bold? Soft and soulful? Confident and minimal? Nailing this down sets the tone for everything else, from your tagline to your Instagram captions.

Why it matters: A clear voice helps you connect with your dream clients and makes your messaging feel consistent, no matter where people find you.

Brand colors & fonts: the vibe setters

This is where the visual fun begins. Your color palette sets the emotional tone, while your fonts help communicate personality and professionalism.

A soothing, muted palette says “calm and grounded.” A bright, punchy combo? “Fun and fearless.”
Fonts add extra flavor, whether it’s modern and sleek or romantic and whimsical.

Why it matters: Consistent use of colors and fonts helps you feel cohesive across your website, social media, packaging, and beyond. No more “Wait, what font did I use here again?”

Main logo: the star of the show

Ah, the main logo, the hero of your brand suite. This is the one you’ll probably use most often, and it’s designed to be super versatile, legible, and totally “you.”

Why it matters: Your logo is usually the first visual someone connects with, so it needs to make a strong impression. And trust me, we’re aiming for chef’s kiss levels of perfection here.

Secondary logo: for a little flexibility

Your secondary logo is like the cool little sister of the main logo. It’s often a stacked or rearranged version, ideal for tighter spaces or places where the main logo just doesn’t fit quite right.

Why it matters: It keeps your brand looking polished no matter where it’s showing up, like social graphics, product labels, or event signage.

Brandmark & Submark: your mini magic moments

The brandmark (sometimes called a submark) is a small but mighty design element that acts as your icon. Think initials, a symbol, or a simplified version of your logo.

Why it matters: It’s perfect for profile pics, favicons, watermarks, and anywhere you need something subtle but still recognizable. Total branding glow-up.

Brand patterns: a fun little extra

Not every brand needs a pattern, but when it fits, it fits. This could be a floral repeat, geometric lines, or playful doodles that bring your personality front and center.

Why it matters: A brand pattern adds visual interest and makes your materials instantly recognizable. Use it on packaging, backgrounds, tissue paper, and more.

Packaging design: where it all comes together

For product-based businesses, packaging is your brand’s handshake. It’s the real-world moment where all the visuals meet your customer, and wow, do first impressions count!

Why it matters: Custom packaging tells your buyer “this was made with love”, and helps you stand out on shelves, social feeds, and unboxing videos.

File types matter (seriously!)

Okay, this part isn’t flashy, but it’s so importantA When I deliver your final brand assets, you’ll get a full suite of file types, including vector files like .AI These are scalable, editable files that keep your logo crisp whether it’s printed on a pen or blown up on a billboard.

You’ll also receive web-ready files like .PNG and .JPG for everyday use on social media, your website, invoices, and more.

Why it matters: Having the right file types means you’re never stuck with a blurry logo or limited by size. You’ll be future-proofed and ready to roll with your brand, wherever it goes next.

Why go full brand suite instead of just a logo?

I get it, the temptation to grab a quick logo and call it a day is real.

But the truth is, a standalone logo can only do so much. A full brand suite gives your business the visual depth, flexibility, and personality it needs to truly stand out. It sets you up for consistency, professionalism, and growth, whether you’re launching a course, posting on social, or printing labels for your candle line.

Think of it like showing up to a party not just dressed cute, but with great conversation, a killer playlist, and the confidence to match. That’s the full brand suite magic. A well-executed brand package example, gives your business a full personality, not just a logo.

Ready for your own dream full brand?

If this post has you dreaming up color palettes or finally feeling clear on what a brand suite actually includes, let’s chat. I’d love to help you bring your visual identity to life in a way that feels totally you!

Work with me!