Bringing a new product to market isn’t just about having a great idea, it’s about how you present it. From crafting a compelling logo to developing packaging that communicates your brand story, the branding and packaging design timeline is a critical path that every new retail brand must navigate.

But how long does branding take for new products? What steps should you take before your product hits the shelf? In this article, we walk you through a detailed timeline for packaging design and brand development, including the full logo and packaging design process for startups. Whether you're building your first retail brand or refining your go-to-market branding plan, this guide covers every essential milestone—from early concepting and visual identity to packaging design workflow and final deliverables.

You’ll also get a practical retail brand launch checklist and insights into how to create packaging that fits your brand ethos. If you're wondering about the steps in product branding and packaging or what brand and packaging deliverables to expect before launch, this is your roadmap from zero to shelf—clear, actionable, and tailored for new brands preparing to make their mark.

Before the first sketch or mockup is created, successful branding begins with clarity. As a business owner, your first step in the branding and packaging design timeline should be defining what your product stands for and how you want it to be perceived. The most effective branding doesn’t start after product development; it starts as soon as you have a vision of what you're selling and who you're selling it to. This early clarity becomes the cornerstone of your entire go-to-market branding plan.

At a top branding agency, we often tell founders that design is more than aesthetics, it’s a strategic tool. Your logo and packaging design process should be built around emotional resonance, storytelling, and your product’s unique positioning. Skipping this early phase or rushing into visuals without purpose can dilute your launch impact and limit long-term brand growth.

Ask yourself foundational questions:

• What problem does my product solve?
• What sets it apart in a crowded market?
• Who is my ideal customer, and how do I want them to feel when they see my brand?

These reflections form the heart of your brand and packaging deliverables and will directly shape the packaging design workflow that follows. By prioritizing strategy before execution, you’ll set your retail brand up for a launch that’s not just polished, but powerful and purposeful.

Once you have a clear vision, it’s time to bring your brand to life. The brand identity design process typically takes between two and four weeks, depending on how quickly you can make decisions and provide feedback.

Crafting Your Brand Strategy

This is where you define your brand’s personality, voice, and values. You’ll work with your design team to create a brand strategy that reflects your mission and resonates with your target audience. This step is about more than just a logo—it’s about building a story that people will remember.

Read More On Gucci’s Branding Strategies and Examples through Years

Visual Identity: Logo, Colors, Tone

Your logo, color palette, and tone of voice are the building blocks of your brand. These elements should be consistent across all touchpoints, from your packaging to your website. Your design team will create several options for you to review, and you’ll refine these together until you have a look and feel that truly represents your brand.

Brand Guide & Deliverables

Once your visual identity is finalized, your designer will create a brand guide. This document outlines how to use your logo, colors, fonts, and imagery, ensuring consistency no matter who is working on your brand. You’ll also receive all the files you need for packaging, marketing, and digital use.

With your brand identity in place, it’s time to focus on your packaging. The packaging design process usually takes three to five weeks, but this can vary depending on the complexity of your product and the number of SKUs.

What Packaging Designers Need to Get Started

Before your designer can begin, you’ll need to provide:

• Product dimensions and specifications
• Brand guidelines and approved logo
• Any regulatory or compliance requirements
• Target audience insights

Key Stages: Dieline Creation, Graphic Design, Mockups

1. Dieline Creation: The dieline is the technical drawing that shows how your package will be cut and assembled. This is the first step in ensuring your packaging is both functional and visually appealing.
2. Graphic Design: Your designer will create artwork for your packaging, incorporating your brand colors, logo, and messaging. This is where your brand comes to life on the package.
3. Mockups: Physical or digital mockups help you see how your packaging will look in real life. This is a great opportunity to spot any issues before you go to production.

Designing for Compliance, Shelf Impact, and Unboxing

• Compliance: Make sure your packaging meets all legal and regulatory requirements for your product category and market.
• Shelf Impact: Your packaging should stand out on the shelf and communicate your brand’s unique value at a glance.
• Unboxing: The unboxing experience is a chance to delight your customers and reinforce your brand values. Consider how your packaging feels, opens, and presents your product.

Once your packaging design is approved, it’s time to hand off the files to your manufacturer. This step is critical for ensuring your packaging is produced exactly as you envisioned.

What Files and Formats Manufacturers Need

Manufacturers typically need high-resolution print-ready files, including:

• Final artwork with bleed and trim marks
• Dieline files
• Color codes (CMYK or Pantone)
• Any special finishing instructions (e.g., embossing, foil stamping)

Timeline from File Submission to Production

After you submit your files, the manufacturer will review them and provide a proof for your approval. Once approved, production usually takes four to six weeks, depending on the complexity of your packaging and the manufacturer’s schedule. If you have multiple SKUs, each will need its own set of files and may require additional time for production and approval.

With your packaging in production, it’s time to focus on the final touches that will help you make a great first impression.

Photo Shoot Planning

High-quality product photography is essential for your website, social media, and marketing materials. Plan your photo shoot early so you have images ready when your packaging arrives.

Website and POS Materials

Update your website and create point-of-sale (POS) materials that reflect your new branding. Consistency across all channels is key to building trust and recognition.

Design Updates You May Need Post-Sampling

Sometimes, after seeing a physical sample, you may want to make small tweaks to your design. Build in some extra time for these adjustments before your final production run.

Locking in Your Brand’s First Impression

Your packaging is often the first physical interaction a customer has with your brand. Make sure it reflects your values, stands out on the shelf, and delivers a memorable unboxing experience.

At Confetti, we recently worked with a new wellness brand that needed to launch in just nine weeks. Here’s how we made it happen:

• Week 1: Brand strategy workshop and initial design concepts
• Week 2–3: Logo and visual identity development
• Week 4–5: Packaging design and mockups
• Week 6: Artwork approval and file handoff to manufacturer
• Week 7–8: Production and sampling
• Week 9: Final approvals, photo shoot, and website updates

By following a clear branding and packaging design timeline, the brand was able to launch on time and make a strong first impression.

Check some of our best branding works.

If you’re planning a new retail brand, the right branding and packaging design timeline can make all the difference. At Confetti, we specialize in helping retail brands go from zero to shelf with a streamlined, professional process. Whether you need branding, packaging design, or AI photography, we’re your one-stop shop for everything your retail brand needs.

Ready to get started? Book a call with our team to discuss your project and see how we can help you launch with confidence.

Confetti is a specialized agency focused exclusively on the retail sector, serving brands in food & beverages, fashion, supplements, personal wellness, and beauty & skincare. We position ourselves as a one-stop shop for retail brands, offering comprehensive, integrated services that eliminate the need for multiple agencies. Our mission is to be the only agency a retail company needs, providing professional, reliable services trusted by established brands and experienced marketers. Learn more about our packaging design services or connect with our packaging design agency in India.

Don’t let your launch timeline slip—start your branding and packaging design process today and make your retail brand stand out from the crowd. Book a call with Confetti and let’s turn your vision into reality.

How long does it take to brand and package a new product?

Most new retail brands can expect the branding and packaging design timeline to take between 6 and 12 weeks from start to finish, depending on complexity and the number of SKUs. Full custom packaging from concept to shelf can take 6–12 months if you include manufacturing and testing, but for most startups, the design and approval process is much shorter.

What’s the ideal timeline for branding and packaging design before a retail launch?

Ideally, start your branding and packaging design at least 3–4 months before your planned launch date. This gives you enough time for strategy, design, approvals, production, and any final tweaks.

What if I have multiple SKUs? Will the timeline extend?

Yes, each additional SKU will add time to your timeline. Expect to add 1–2 weeks per SKU for design and approval, and potentially more for production and sampling.

Which design steps come first: branding or packaging?

Branding always comes first. You need a clear brand identity (logo, colors, tone) before you can design effective packaging.

How far in advance should I hire a branding and packaging designer?

Hire your designer as soon as you have a clear product idea and know your target audience. This gives you enough time to develop a strong brand and packaging strategy before you need to start production.