How to write a brief for branded products

What to include in a merchandise brief

To brief a branded product project, gather six essentials: your objective, audience, intended products, quantities, total budget and delivery date. Add your brand files and the contact details of the person who will approve the project. This first page is enough to start a useful conversation with a merchandising studio.

Start with the purpose, then choose the product

A merchandise brief does not need to be a full technical specification. Its main job is to explain what the products are for and what you want to achieve. A retail collection, team clothing and an event gift all have different needs.

Explain the context: who will use the product, in what circumstances and how often? For a shop, share your brand positioning and intended retail price. For an event, describe the audience and how the products will be distributed. This gives the product discussion a clear purpose.

Outline the products and quantities you have in mind

T-shirts, caps, tote bags, reusable bottles, mugs or notebooks: share an initial selection, even if you are open to alternatives. A reference photograph or simple description can help explain the shape, material or finish you want. Mention anything you would like to avoid, too.

Give an estimated quantity for each product. For clothing collections, include possible sizes and colours where you can. If there are several delivery locations, distinguish the total quantity from the required split. Still working out the details? Flag the points to agree together rather than choosing a number at random.

Share your brand identity and customisation needs

Your logo is a starting point. Customisation may also involve colours, branding placement, labels, dimensions or packaging. Separate the elements essential to your identity from those where you are open to different proposals.

If you have brand guidelines, send them with your logo files and visual references. A screenshot can communicate an idea, but the production-ready file requirements will be agreed with your contact. If the design is not decided yet, describe the creative world you want to build.

Set a budget and target date

A budget or budget range helps us compare realistic options. Say what it needs to cover: products, customisation, any development, packaging and delivery. It is about more than a unit price; the whole project should make sense for its intended use.

Tell us when the products need to be available and whether the deadline is fixed. Distinguish a must-arrive date before an event from a preferred date with some flexibility. The project schedule can then be discussed around the product, approvals and intended production process.

Clarify approvals and outstanding decisions

Explain who will approve proposals and who will sign off the details before production. If several people are involved, choosing a main contact makes communication easier and reduces conflicting versions. You can also mention any need for samples or visual mock-ups; the arrangements will be considered for your project.

A good brief separates decisions already made from ideas still to explore. It is perfectly possible to start with an idea, a budget and a deadline. At NAEXYS, the first conversation helps fill in the gaps, discuss the options and develop a proposal that fits your brand.

A sample brief to adapt to your project

Illustrative brief: “We are planning a team welcome event in France. We are considering 250 kits, each with a tote bag, a notebook and a reusable bottle. We would like subtle branding in our brand colours. The budget must cover products, branding and delivery to one location before the event. We will include the date, exact budget and logo files with our enquiry.”

Before sending your brief, check that quantities per product, delivery locations and the person responsible for approvals are clear. If product choices are still open, say so: the studio can recommend a suitable selection rather than quote for the wrong item.