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. On pack: 120g by weight, 30 servings.
Proposal and quotation · YNT-Q-20260903-C4F1E8 · v2
Front and back of a Batch & Bone pouch
A probiotic powder dog food topper, sold in the UK on Amazon and on your own site. 120g on pack, 30 servings. Thin 120-130ml pouch for structure and letter post, no scoop. Intro subscription £19.99, then £24.95 subscription and £29.95 one-off.
Prepared for Carlo FedeliBatch & Bone3 September 2026Valid until 31 October 2026
- 120g · 30 servings
- No scoop · letter post
- UK Amazon + Shopify
- £19.99 intro · £24.95 / £29.95
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 on Amazon and on your Shopify site. The pack is 120g by weight, 30 servings. 120-130ml is the pouch volume for structure and letter post, not the net quantity line.
Retail sits at £19.99 as an intro subscription, then £24.95 on subscription and £29.95 as a one-off. 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.
I am honouring a start in early October 2026. Your company incorporates at the start of October, so I will invoice the company, not you personally. This quotation is valid until 31 October 2026 so that start is covered.
£999 is discovery, the cutter, and the art. The approximate cutter from the estimate can be adapted to the real manufacturer dimensions in November, inside that £999. 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.
Front hierarchy for discovery, not locked: 1 Batch & Bone, 2 Daily synbiotic for dogs, 3 4 billion live cultures per serving, 4 gut / hair / immunity claims, 5 Made in the UK if you want it, 6 120g, 30 servings. A QR and batch database are still up for discussion.
I will not write or approve product claims. You and your reviewer supply and sign off all legal, regulatory and on-pack wording. On the back I will set a batch number in plain readable type near the product name (at least Arial 8pt / about 1.2mm x-height), a Code 128 of that batch number only (no GS1 prefix, no AI), a best-before in 26-JUN-2029 style, and reserved room for a QR to that batch's CoA.
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.
You are commissioning the pouch with a wordmark and a 3D render. The wordmark is £90 fixed, and wordmark-only is the logo for this job. An icon is a separate £180 extra if you want one later. The 3D render is £240. Invoice total £1,329. 50% deposit £664.50. Not VAT registered.
On final payment, your company owns copyright in the entire design: pouch artwork and wordmark. That is an assignment, not a licence to use. Files are print-ready plus one PDF with Adobe Illustrator editing capabilities turned on, so it opens in Illustrator as the working file and as a PDF for viewing.
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. Intro £19.99, then £24.95 subscription and £29.95 one-off, on Amazon and on your own site.
The constraint
Thin 120-130ml pouch volume, built to post as a Royal Mail letter rather than a parcel. That volume is for structure and letter post only, not the net quantity line. 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. Wordmark-only is the logo for this job. The stills in this quote are unbranded mood, not the finished pack.
The format
One SKU to start, sold in the UK on Amazon and on your own site. Intro subscription £19.99, then £24.95 subscription and £29.95 one-off. Front for recognition. Back for the facts you and your reviewer lock.
03 - Pack architecture
Front for recognition. Back for the facts.
Net quantity is 120g, 30 servings. 120-130ml is pouch volume for structure and letter post only. Hierarchy is planned around that thin face 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, 120g and 30 servings present, no scoop to lean on. The still is unbranded mood, not finished art.
- 01
Batch & Bone
- 02
Daily synbiotic for dogs
- 03
4 billion live cultures per serving
- 04
Gut / hair / immunity claims
- 05
Made in the UK (optional)
- 06
120g, 30 servings
Discovery hierarchy, not locked
1 Batch & Bone. 2 Daily synbiotic for dogs. 3 4 billion live cultures per serving. 4 Gut / hair / immunity claims. 5 Made in the UK, optional. 6 120g, 30 servings. A QR and batch database are still up for discussion.
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 is the pouch volume for structure and letter post only. Hierarchy has to work on a narrow face with no inner scoop to hide behind.
Net quantity
120g by weight on pack, 30 servings. Not 120-130ml on the net quantity line.
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 back of this thin pouch.
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
Statutory feed claims stay with you and your reviewer. Probiotic and feeding copy only as you approve. Hierarchy and legibility sit with me.
Business details and coding
Name, UK address and storage. Batch number in plain readable type near the product name, at least Arial 8pt / about 1.2mm x-height. Code 128 of the batch number only: no GS1 prefix, no AI. Best-before in 26-JUN-2029 style, month spelled or abbreviated, not 26/06/29. Room reserved for a QR to that batch's CoA.
Final wording
You and your reviewer 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. Statutory feed claims stay with Carlo / his reviewer.
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 his reviewer confirm the final wording, including statutory feed claims.
RequirementOn packStatus
Product name and what it is
Front (and back as needed)
Designed in
Net quantity 120g, 30 servings
Front
Designed in
Pouch volume 120-130ml
Structure / letter post only
Not the net quantity line
Front hierarchy (discovery, not locked)
Front
To be explored
Ingredients list
Back
Carlo / reviewer supply
Analytical constituents
Back
Carlo / reviewer supply
Additives / probiotic statement
Back
Carlo / reviewer supply
Feeding instructions
Back
Carlo / reviewer supply
Storage instructions
Back
Carlo / reviewer supply
Best before in 26-JUN-2029 style
Back
Space reserved
Batch number in plain type near product name (Arial 8pt / ~1.2mm x-height)
Back
Designed in
Code 128 of the batch number only (no GS1 prefix, no AI)
Back
Designed in
QR to that batch's CoA
Back
Space reserved
QR / batch database
Up for discussion
Not locked
Business name and UK address
Back
Carlo to confirm
Country of origin / made in
Back
Carlo to confirm
Warnings and mandatory marks
Back
Carlo / reviewer supply
Statutory feed claims and final legal copy
All faces
Carlo / his reviewer
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 volume for structure and letter post, 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. Honour start early October 2026. 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 120g / 30 servings net quantity, 120-130ml letter-post structure, no-scoop rule, and the approved claims list. Honour start early October 2026. You and your reviewer 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. Front hierarchy as a starting point, not locked. 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. The approximate cutter from the estimate can be adapted to the real manufacturer dimensions in November, inside the £999. Then artwork on that structure. Two revision rounds. About 3 working days for the artwork.
- 04
Handoff
Deliver
Print-ready files on the agreed cutter, plus one PDF with Adobe Illustrator editing capabilities turned on. Two further revision rounds after the balance is paid, including text, ingredient or claim changes a month or two later.
07 - Investment
Pouch, wordmark and 3D
You are commissioning the pouch with a wordmark and a 3D render. Total £1,329. 50% deposit £664.50. Valid until 31 October 2026.
Premium
On this invoicePouch package
£999
Discovery, cutter guide and print-ready pouch art for one SKU. Cutter can be adapted to manufacturer dimensions in November, inside this £999.
- Discovery directions, premium with a little play
- 2 revision rounds in discovery
- Dieline and cutter guide for your supplier
- Approximate cutter adapted to real manufacturer dimensions in November, inside this £999
- Print-ready pouch artwork
- One PDF with Adobe Illustrator editing capabilities turned on
- 2 revision rounds in design
- 2 revision rounds after handover, including text changes
Discovery 2-3 working days, artwork about 3
This invoice
Commissioned total
£1,329
Pouch package
£999
Wordmark (this job's logo)
£90
Pouch 3D render
£240
Invoice total
£1,329
50% deposit
£664.50
Not VAT registered. Invoice the company, not Carlo personally. 50% of £1,329 is £664.50 to start, 50% on handover of print-ready files and the Illustrator-editable PDF.
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
- Approximate cutter from the estimate, adapted to the real manufacturer dimensions in November, inside the £999
- Artwork built on the agreed 120-130ml structure, no scoop, with 120g and 30 servings on pack
- 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, plus one PDF with Adobe Illustrator editing capabilities turned on
- Printer / converter queries through preflight, within the agreed scope
Extras
Wordmark
On this invoice. Wordmark-only is the logo for this job. Type-led, not an icon. £90 fixed.
invoice£90
Pouch 3D render
On this invoice. We prove the pack in the round before you print.
invoice£240
Wordmark and icon
Not on this invoice. The icon is a separate extra if you want a fuller identity later.
from£180
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 reviewer supply and approve all statutory feed claims
- 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 the commissioned total (£664.50 of £1,329). Honour start early October 2026. Your company incorporates at the start of October. I will invoice the company, not you personally.
- 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 reviewer supply and approve all statutory feed claims and on-pack wording. Design arranges that content. It does not constitute legal advice.
- 04
Files
Print-ready artwork with bleed, cutter, colour intent and finish notes, plus one PDF with Adobe Illustrator editing capabilities turned on. That PDF opens in Illustrator as the working file and as a PDF for viewing. Fewer files, not a separate native-file dump.
- 05
Copyright
On final payment, your company owns copyright in the entire design: pouch artwork and wordmark. That is an assignment, not a licence to use.
- 06
Validity
This quotation is valid until 31 October 2026, so an early October start is still covered. Printing, materials and fulfilment remain with your appointed supplier.
To commission
Reply with what 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. If not, please come back to me with the following details: company name, your full name, email address and invoice address, and I will prepare the invoice for the 50%.