The brief plays a very important role in our projects. Properly prepared, it makes it easier for us to understand the needs and expectations of the client and familiarize ourselves with the brand. Here we present a short guide on this subject.


Brief is a document in which the client defines his needs, sense of aesthetics, presents his company, brand philosophy and sends all the materials necessary. In general, it contains all the information that designers will need to prepare a design that meets customer requirements.

For us, the most important elements of the brief are:

1. Presentation of the brand - informing what it actually deals in, what the full name is, where it operates, in which country, brief description of what its philosophy is. Here we particularly value short and specific information.

2. What is our task - what is the aim of the project. Is it supposed to be a countertop unit for 3 bottles, free standing unit, a shelf stopper, an exclusive glorifier, or maybe a stunning, large stand. How many shelves, what colours etc.

3. Dimensions – what are the dimensions of both the display and products

4. Destination – There is a difference in designing displays for small shops, large supermarkets or a tent or food truck for festivals. The materials that will be used in the project are also related to this.  Some shops have special requirements regarding the materials used, dimensions or form.


5. Loading – what products and how many are to be displayed. This determines the form, proportions, materials to be used.  Without this information it is difficult for us to start work.

6. Current and future marketing campaigns - we will gladly match store materials to them so that the campaign can have a wide and uniform reception.

7. Restrictions - may be related to the rigid guidelines of the brand, store, environment, etc.

8. Inspirations - these can help us better understand what our customers like.  It is best to search for several photos, visualizations, graphics, etc. It is even better to use an image in our industry. Everyone can imagine a good desk differently. For some it will be small, simple and white, and for others huge, wooden and hand carved.

9. Budget - how much is planned to spend on the project.  It depends, for example, on what materials we can afford, what technology we can choose, how many extras we can put in, etc. Although a smaller budget does not necessarily mean it will be a worse project. Simplicity can also be beautiful.

10. All attachments - the most important for us is to provide the logo in outlined (in AI), packshots of products to be displayed and their dimensions, we will gladly look through the brand books from current/future marketing campaigns, etc.

11. Deadline - this will allow us to plan our work well.

Brief is not only useful for us. While working on it, you can think about the next goals of the company, analyse its image and save time. Both yours and ours, because we will know better what to do and maybe we can reduce the number of corrections. And as we all know, time is money.

We always try our best to help the client and prepare the best possible proposal that will meet their expectations. To be able to do this, we need to know what his needs are and this is what the brief helps us to do. We want to prepare each project to measure, so that it perfectly harmonizes with the client's brand.