The product
A probiotic powder you sprinkle over a dog's food. Not a meal, not a treat bag. No scoop in the pack. It has to feel like a considered food brand.
Proposal and quotation · YNT-Q-20260903-C4F1E8
Front and back of a Batch & Bone pouch
A probiotic powder dog food topper, sold in the UK at around £19.99, on Amazon and on your own site. Thin 120-130ml pouch, no scoop, built to post as a letter.
Prepared for Carlo FedeliBatch & Bone3 September 2026
- 120-130ml pouch
- No scoop · letter post
- UK Amazon + Shopify
- Around £19.99
01 - Cover letter
For Carlo
Hi Carlo,
Thank you for talking Batch & Bone through. This is the pouch: a probiotic powder you sprinkle over a dog's food, sold in the UK at around £19.99, on Amazon and on your Shopify site.
The pack should read premium first, with a little play. Considered, like a food brand with real presence, not a cheap treat-aisle pouch. It still has to work as a thin 120-130ml powder pouch with no scoop, so it can travel as a Royal Mail letter rather than a parcel.
£999 is discovery, the cutter, and the art. I start with conceptual directions from what we discussed. Once you have a cutter guide, you can take it to your supplier for a size check. I then design the artwork on that structure, and fit the information hierarchy to the size we land on.
I will not write or approve product claims. You and your compliance team supply and sign off all legal, regulatory and on-pack wording.
Two revision rounds sit in discovery, two in design, and two more after handover, even after the balance is paid, including text, ingredient or claim changes a month or two later.
A wordmark is optional at £90. I would start there rather than an icon. A 3D render of the pouch is £240, and it is the extra I would take if we want the pack proved in the round before you print. Front and back pack shots are £40 each, or £70 as a pair. Lifestyle and Amazon listing pictures can wait until you list.
Not VAT registered. 50% of whatever we commission to start, balance on handover.
Best regards, Tony Musso Y Not Tony Design Studio tony@ynottony.co.uk +44 7398 693 719
02 - Understanding
Premium first, a little play
Sophisticated, more premium than playful, still warm enough for a dog food topper at around £19.99 on Amazon and on your own site.
The constraint
Thin 120-130ml pouch, built to post as a Royal Mail letter rather than a parcel. That keeps postage down once you are fulfilling from Amazon and from Shopify.
The identity
Premium first, with a little play. Polished, warm, and clear at a glance. Not cheap treat-aisle. The stills in this quote are unbranded mood, not the finished pack.
The format
One SKU to start, sold in the UK at around £19.99, on Amazon and on your own site. Front for recognition. Back for the facts you and your compliance team lock.
03 - Pack architecture
Front for recognition. Back for the facts.
The thin 120-130ml pouch is the working format. Hierarchy is planned around letter-post thickness and the copy you lock, so the design does not collapse when claims land.
Front of pack
Name, product, quantity
The face has to work as a thumbnail and as a slim letter. Brand and product first, net quantity present, no scoop to lean on. The still is unbranded mood, not finished art.
Brand and product, read in one look
Name, what it is, and the net quantity sit on the face. The pack should feel considered from a thumbnail, on Amazon and in the hand.
Premium first, a little play
Quiet confidence, not a cartoon treat pouch. Warm enough for a dog food topper, disciplined enough to sit with food and supplement brands.
Thin pouch, no scoop
120-130ml, slim enough for a Royal Mail letter. Hierarchy has to work on a narrow face with no inner scoop to hide behind.
Net quantity
120-130ml, clearly associated with the contents, once the supplier size check is in.
Back of pack
Ingredients, feeding, address
The reverse is a reading order, not a dump. You supply the lines. I typeset them so a late claim or ingredient change still fits the 120-130ml back.
Ingredients and composition
Ingredients, analytical constituents and any additive lines you supply. I typeset and place them. I do not write them.
Claims and feeding
Probiotic and feeding copy only as you and your compliance team approve. Hierarchy and legibility sit with me.
Business details and coding
Name, UK address, storage, best before and batch. Space reserved so a late line does not break the back.
Final wording
You and your compliance team supply and sign off every legal, regulatory and on-pack claim before production.
Letter post is the structure: thin enough for a Royal Mail letter envelope, not a parcel. Claims stay with Carlo / compliance.
04 - Compliance map
Claims designed in, not bolted on
I typeset and place every mandatory line you list. I do not give legal advice. Carlo and the appointed compliance team confirm the final wording.
RequirementOn packStatus
Product name and what it is
Front (and back as needed)
Designed in
Net quantity 120-130ml
Front
Designed in
Ingredients list
Back
Carlo / compliance supply
Analytical constituents
Back
Carlo / compliance supply
Additives / probiotic statement
Back
Carlo / compliance supply
Feeding instructions
Back
Carlo / compliance supply
Storage instructions
Back
Carlo / compliance supply
Best before and batch / lot
Back
Space reserved
Business name and UK address
Back
Carlo to confirm
Country of origin / made in
Back
Carlo to confirm
Warnings and mandatory marks
Back
Carlo / compliance supply
Final legal copy and claim sign-off
All faces
Carlo / compliance
05 - Creative routes
How the work can go
Three unbranded stills. Mood and format only. None of these is the finished Batch & Bone pack, and none carries a fake mark.
Unbranded still
Starting pointMaterials
Ground, grain and a single red note. A food-led still, not a treat aisle. Mood only. No Batch & Bone mark on this image, and none invented for the quote.
Unbranded still
Studio black
The thin pouch, empty, on black. This is the format: 120-130ml, no scoop, slim enough to post as a letter. A render of the structure, not finished artwork.
Unbranded still
Lifestyle
How it is used: a powder over food, in a kitchen, with a dog in the room. Warmth without cheap play. Still unbranded. Lifestyle pictures for Amazon can wait until you list.
06 - Process
One designer, start to finish
You work directly with me from the first format question to the printer's preflight. Discovery is about 2-3 working days. Artwork is about 3 working days, from deposit and a locked claims list.
- 01
Kick-off
Define
Lock the 120-130ml format, letter-post thickness, no-scoop rule, and the approved claims list. You and your compliance team own the wording. I own how it sits on the pack.
- 02
Discovery
Direct
Conceptual directions from what we discussed: premium first, with a little play. Two revision rounds in this stage. About 2-3 working days.
- 03
Cutter and art
Resolve
Dieline and cutter guide so you can ask your manufacturer for a size check. Then artwork on that structure, hierarchy fitted to 120-130ml. Two revision rounds. About 3 working days for the artwork.
- 04
Handoff
Deliver
Print-ready files on the agreed cutter, and two further revision rounds after the balance is paid, including text, ingredient or claim changes a month or two later.
07 - Investment
One pouch package
Discovery, cutter and print-ready art for one SKU. Quote YNT-Q-20260903-C4F1E8, valid until 3 October 2026.
Premium
RecommendedPouch package
£999
Discovery, cutter guide and print-ready pouch art for one SKU. One recommended package.
- Discovery directions, premium with a little play
- 2 revision rounds in discovery
- Dieline and cutter guide for your supplier
- Print-ready pouch artwork
- 2 revision rounds in design
- 2 revision rounds after handover, including text changes
Discovery 2-3 working days, artwork about 3
Included
- Discovery concepts for a premium probiotic powder topper, with a little play
- Dieline and cutter guide so you can take a size check to your supplier
- Artwork built on the agreed 120-130ml structure, no scoop
- Front and back of one pouch SKU
- Information hierarchy fitted to a thin letter-post pouch
- Development of the chosen direction through to finished art
- Print-ready artwork with bleed, cutter, colour and finish notes
- Printer / converter queries through preflight, within the agreed scope
Not VAT registered. 50% of the commissioned total to start, 50% on handover of print-ready files.
Optional extras
Wordmark
Recommended if you want a logo. Type-led, not an icon.
from£90
Wordmark and icon
A mark plus the name, if you want a fuller identity.
from£180
Pouch 3D render
The extra I would take. We prove the pack in the round before you print.
from£240
Front of pack, no background
Clean pack shot of the front.
from£40
Back of pack, no background
Clean pack shot of the back.
from£40
Front and back pack shots
Both views, if you take them together. Prefer this to the two £40s.
from£70
Not included
- Legal advice, claim writing or regulatory sign-off. You and your compliance team supply and approve all wording
- Printing, materials, or supplier tooling
- Lifestyle pictures, Amazon listing sets and extra scenes. Quoted when you list
08 - Terms & next step
How we start
- 01
Commissioning
Work begins on receipt of 50% of whatever we commission. Reply with this quote reference and any extras you want on the invoice.
- 02
Revisions
Two rounds in discovery, two in design, and two after handover, including text, ingredient or claim changes a month or two later. A round is a consolidated set of comments.
- 03
Copy and compliance
You and your compliance team supply and approve all statutory text and claims. Design arranges that content. It does not constitute legal advice.
- 04
Files
Print-ready artwork with bleed, cutter, colour intent and finish notes. Native files can be released after final payment.
- 05
Usage
On final payment, a licence to use the approved artwork for this Batch & Bone pouch SKU.
- 06
Validity
This quotation is valid until 3 October 2026. Printing, materials and fulfilment remain with your appointed supplier.
To commission
Reply with YNT-Q-20260903-C4F1E8 and any extras you want on the invoice, and I will send 50% of that total.
If you want a short call before you commission, I am happy to do that.