Brand Strategy
Brand refresh costs range from $10K to $500K. That range is technically accurate and practically useless. The real answer requires knowing what "brand refresh" means in your specific situation.
A brand refresh typically costs $25,000 to $150,000 for small to mid-sized businesses. That range covers strategy through production-ready brand assets. Cost varies based on scope, implementation complexity, and agency type.
| Scope | Cost Range | Timeline |
|---|---|---|
| Logo refresh only | $5K–$25K | 2–4 weeks |
| Visual identity refresh | $25K–$75K | 6–12 weeks |
| Full brand refresh (positioning + visual) | $75K–$150K | 12–16 weeks |
| Brand refresh + implementation | $150K–$500K+ | 16–24+ weeks |
Stakeholder interviews, competitive analysis, brand positioning workshops, messaging framework. The deliverable is a positioning document that defines what the brand stands for, who it speaks to, and how it differentiates - before the design team opens a file. Brands that skip this phase to save budget often pay more in the long run.
A logo refresh is not a logo replacement. It's modernizing and evolving what exists while protecting the equity built over time. Includes logo audit, 3–5 concept directions, revision rounds, and final vector files in all usage variations. Cheech & Chong represents the high-complexity end: 40 years of visual history requiring forensic care.
Everything beyond the logo: color palette, typography system, photography and illustration style, patterns, and brand guidelines documentation (typically 30–100 pages).
Where CPG brand refresh costs separate most dramatically. A single-product brand costs $10K–$30K. A brand with 50+ SKUs requiring scalable architecture is $100K–$250K+. Jones Soda's brand system - 6+ product lines, 20+ SKUs, multiple formats - sits firmly in the complex tier.
A brand refresh typically triggers a website redesign. Marketing site (5–10 pages): $20K–$50K. E-commerce site (50+ pages): $50K–$100K. Custom functionality: $100K–$250K+.
A local coffee roaster - 3 locations, 10 retail SKUs. Updated logo, brand guidelines, 10 SKU label designs, business card templates, in-store signage templates. Timeline: 10 weeks.
A regional beverage brand at Jones Soda scale - 6 product lines, 20+ SKUs. Brand strategy, logo evolution, SKU architecture, 20+ SKU designs, e-commerce website, marketing materials. Timeline: 20 weeks.
A heritage brand like Cheech & Chong - 40+ years of visual history, entering a new market. Brand positioning, logo evolution, visual identity system, packaging redesign, website, retail signage, launch campaign. Timeline: 24 weeks.
A B2B software company needing a contemporary visual update - no packaging, no retail. Updated logo, revised color palette, typography update, 20-page brand guidelines. Timeline: 4 weeks.
AVO Brands builds brand refresh systems with fixed-scope proposals, clear deliverables, and the portfolio to prove it - Jones Soda, Cheech & Chong, Snow Monkey.
Work with AVO Brands
