The suppliers’ guide to ASDA packaging design & artwork costs€¦ · Artwork Repro Technical...

The suppliers’ guide to ASDA packaging design & artwork costsv7 April 2019

v7 April 2019

v.2 Dec 20161

Introduction & ‘how to use’ guide……………………………………………..3

Section A – Standard matrix & examples…………………………………….7

Section B – Standard matrix with chargeable amends & examples……..17

Section C – Changes to existing files (artwork only) & examples……......22

Section D – Retail-ready packaging (RRP) cost matrix & example……...26

FAQs…………………………………………………………………………....30

Appendices……………………………………………………………………..32

Contents

v.7 April 20192

The purpose of this guide:

• To provide clarity on the Asda packaging design & artwork costs

• To explain all charges for packaging design & artwork costs

• To enable suppliers to estimate total packaging design & artwork costs at

the commencement of any project based on known information

• To provide clear definitions of the terminology used to define projects and

work stream types

• To share the gates of the Asda Own Brand Launch Process and at what

stage costs are incurred

3

Introduction

v.6 Feb 2019

Design

Artwork

Repro

Technical management (TM): incl.

legal spec checks, pack copy, legal

artwork checks, copywriting, design

and project management

Taking the final design traces

through to completed artwork with

final legally approved copy

Taking artwork through to a fully

print-ready high resolution file, incl.

retouching and colour management

and digital proofing

Cutter administration and report

developmentSystem

Admin

Artwork

DC

Artwork

TM

Design co-ordination (DC):

commercial management and

invoicing, commercial query

resolution

Creative graphic design on selling

faces (front & side of pack*) prior

to artwork*Back of pack creative design by exception

• If lines are cancelled the relevant charge will be applied from ‘Supplier Confirmed’ in line

with the point in the critical path from which the line is cancelled. For detail please see

appendices 3 on p.35

*See Appendices 1 & 2 for full definition of design & artwork terms

Glossary

4 v.7 April 2019

v.7 April 2019

• Costs in the Standard matrix (A) assume a right first time approach:

1. At the design stage all required inputs must be provided on time (such as cutters, pack

copy, product samples, correct ingredients list and print specifications)

2. At the artwork stage all inputs must be 100% correct to create an accurate clean artwork

file for circulation

• There is a Chargeable Amends matrix (B) which will be used for Design, Legal and Artwork when

the right first time criteria set out above isn’t met, (therefore creating extra work above and

beyond that set out in the Standard matrix)

• The Standard matrix will enable you to determine the price of each SKU, dependent on the work

required and the pack format

• There are 6 Standard matrices depending on design brief requirements - see Appendix 2 for

expanded definitions:

1. New Creative

2. Brand Extension

3. Range Extension

4. Design Trace

5. Smart Price

6. PIG & Pentic

• In addition there are some categories where there may be a very high volume of lines including

regional variations (eg. Produce, Meat, Milk) where the creation of a set of Design Guidelines is

recommended for rolling out through artwork. Please see appendix 5.

How to use the matrix

6 v.7 April 2019

Section A –Standard matrix(design & artwork)

v.7 April 2019

v.2 Dec 20167

v7 April 2019

Standard matrix – sku costs per pack format*

* The standard matrix assumes a right first time approach

**Please be aware that some skus could have multiple photography and/or illustration or a generic image could be used across a range

***Designs requiring models/stock images and/or licences (eg. Pet/Baby) will need to be costed independently

Brand Extension - adding a new SKU into an existing brand where a lead line design hasn't been established (includes complex

size/cutter variations)

Can Label Carton Flexibles Tub/Lid S/A Label

Design 555 580 740 720 640 580

Photo*** 500 500 500 500 500 500

Illustration 500 500 500 500 500 500

Simple line drawing 250 250 250 250 250 250

Back of pack design 150 150 150 150 150 150

Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16

New Creative (either new product development (NPD) or redesigns where a previous design isn't established)


Design 670 670 850 830 750 670

Photo*** 500 500 500 500 500 500

Illustration 500 500 500 500 500 500



Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16

1. New Creative**

2. Brand Extension**

v.7 April 20198

Asda Price Matrix Jan 2019 (Incl. Design)


Design Trace - adding a new SKU into an existing range with the same cutter, no photography (no cutter or image variation)


Design 201 201 201 201 201 201

Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16

Range Extension - adding a new SKU into an existing range with an established design layout (includes simple size/cutter

variations)


Design 445 485 625 605 525 485

Photo*** 500 500 500 500 500 500

Illustration 500 500 500 500 500 500



Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16

3. Range Extension**

4. Design Trace

9





v.7 April 2019


5. Smart Price**

Smart Price


Design – with photo 310 310 310 310 310 310

Design – without photo 200 200 200 200 200 200

Photo*** 380 380 380 380 380 380

Illustration 50 50 50 50 50 50

Back of pack design n/a n/a n/a n/a n/a n/a

Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16

10





v.7 April 2019

6. PIG & Pentic

Pig and Pentic Standard SGS legal check & artwork (Supplier creates spec)

*FlexibleS/A

Label

Design 830 N/A

Illustration 500 N/A

Artwork 37 **29

Repro 21 0

TM 180 180

DC 35 35

System 16 16

*Design and illustration cost would only apply to flexible

formats i.e. Bread or Cookie Bags if required

** Additional Pig Guides will be attached to the same

project and charged as an artwork at £29

New Creative (either NPD or redesigns where a previous design isn't established)


Design 670 670 850 830 750 670

Photo 500 500 500 500 500 500

Illustration 500 500 500 500 500 500



Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16

NB: If not right first time,

amend costs charged

additionally as per the

chargeable amends

matrix

New creative

Table sauces SA Label

(Right First Time)

Services:

Design

Illustration

Artwork

Repro

TM

DC

Systems & Admin

Total

£1,590

No established design, new creative brief

for range

Example 1: estimating costs – New creative

11 v.7 April 2019

Brand Extension - adding a new SKU into an existing brand where a lead line design hasn't been established (includes

complex size/cutter variations)


Design 555 580 740 720 640 580

Photo 500 500 500 500 500 500

Illustration 500 500 500 500 500 500



Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16


amend costs charged


chargeable amends

matrix

Brand Extension

ES Crisps Flexibles

(Right First Time)

Services:

Design

Photography

Artwork

Repro

TM

DC

Systems & Admin

Total

£1,768

Existing design

12

Example 2: estimating costs – Brand extension

v.7 April 2019

Range Extension - adding a new SKU into an existing range with an established design layout (includes simple size/cutter

variations)


Design 445 485 625 605 525 485

Photo 500 500 500 500 500 500

Illustration 500 500 500 500 500 500



Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16


amend costs charged


chargeable amends

matrix

Range Extension

Tortiglione PPRM carton

(Right First Time)

Services:

Design

Photography

Artwork

Repro

TM

DC

Systems & Admin

Total

£1,681

Existing design

Example 3: estimating costs - Range extension

13 v.7 April 2019

Range Extension - adding a new SKU into an existing range with an established lead line design layout (includes simple

size/cutter variations)


Design 445 485 625 605 525 485

Photo 500 500 500 500 500 500

Illustration 500 500 500 500 500 500


Back of pack design (BOP) 100 100 100 100 100 100

Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16

NB: If not right first

time, amend costs

charged additionally as

per the chargeable

amends matrix

Range Extension Kid Cereal carton

(Right First Time)

Services:

Design

Photography

Illustration (character)

Simple line drawing (BOP maze)

Back of pack design

Artwork

Repro

TM

DC

Systems & Admin

Total

£2,531

Existing design

Example 4: estimating costs - Range extension with BOP

14 v.7 April 2019

Design Trace* - adding a new SKU into an existing range with the same cutter, no photography (no cutter or image variation)


Design 201 201 201 201 201 201

Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16


amend costs charged


chargeable amends

matrix

Design Trace

Seasoning label

(Right First Time)

Services:

Design

Artwork

Repro

TM

DC

Systems & Admin

Total

£621

Existing design

15

Example 5: estimating costs – Design trace

v.7 April 2019

Smart Price


Design - WITH PHOTO 310 310 310 310 310 310

Design - WITHOUT PHOTO 200 200 200 200 200 200

Photo 380 380 380 380 380 380

Illustration 50 50 50 50 50 50

Back of pack design n/a n/a n/a n/a n/a n/a

Creative AW 104 104 150 150 150 104

Artwork 107 93 156 146 108 76

Repro 72 57 130 132 71 46

TM 219 219 219 219 219 219

DC 35 35 35 35 35 35

Systems & Admin 16 16 16 16 16 16


amend costs charged


chargeable amends

matrix

Smartprice

Soft Drinks Cola label

(Right First Time)

Services:

Design

Illustration

Artwork

Repro

TM

DC

Systems & Admin

Total

£670

Existing design

Example 6: estimating costs –Smart Price

16 v.7 April 2019

Section B – Standard matrix & chargeable amends(design, artwork & legal)

v.7 April 2019

v.2 Dec 201617

V7 April 2019

The Standard matrices and estimated costs examples in Section A assume a

right first time approach whereby no amendments have been incurred during

the Design and Artwork stages

Amendments charges will apply to ALL LINES affected across all Standard

matrices (New Creative / Brand Extension / Range Extension/ OPP- Smart

Price / Design Trace & Artwork Amend to existing file)

Amendments include:

• Pack copy changes

• Cutter changes

• Any other changes affecting content and layout of design and artwork at any

stage during the process

• Legal amends (pack copy and specification alignment)

Impact if not right first time – chargeable amends

18 v.7 April 2019

Chargeable amends matrices: Artwork, design & legal

Design Amends charges (per amend)*

Design Can Label Carton Bag Tub/Lid S/A Label

Simple 85 85 85 85 85 85

Average 135 135 135 135 135 135

Complex 225 225 225 225 225 225

Amends charges **

Legal Amends: Artwork amends:

Pack Copy 18 (Charge applicable after 1st iteration) Artwork 38 (Charge applicable after 3rd iteration)

Specification Alignment post artwork release:

Simple 20

Average 27

Complex 32

Artwork & repro amends if inputs are not

Right First Time (costs also apply to Pig & Pentics)

Artwork Amends

1-3 57

4 - 6 81

7 - 9 92

10 - 14 104

15+ 115

Revised Repro 86

Cutter Change

Simple 66

Average 97

Complex 154

Retouching (per hour) 62

Extra Digital Cromalin

A3 > 28

A2 < 44

Additional Versions 149


Simple: Simple text amends, New flashing, Price point addition, toolkit & promo icon addition/amend - where zero

impact on design layout When? After files have been prepared for Final Design Sign Off

Average: Print process changes; colour amends; average cutter amends (within a few mm); text amends, toolkit &

promo icon addition/amend where low-medium impact on design layout When? After files with approved copy

have been prepared for Final Design Sign Off.

Complex: Image manipulation/retouching; complex cutter amends & pack format changes; copy amends which

require redrawing of handwritten fonts; preparation of new files for DHO When? After Final Design Sign Off or

Design Handover

*NB. Suppliers will only be charged for design amends that they are responsible for

19

Amends definitionsPack copy: If the pack copy is submitted and requires further work post submission then the charge for subsequent

submissions will be applied to the relevant stakeholder causing the rework

Artwork: If artwork approval goes to more than 3 iterations which require Legal Input then a charge will be

applicable.

Specification alignment: If amends during the artwork stage require a specification being retrospectively corrected

to ensure specs and artwork match then a charge is applicable. Charges are scaled by complexity.

v.7 April 2019

Example 1: Impact of chargeable amends during artwork

& repro

Gravy granules tub artwork

Chargeable amends:

5 x text amends - £81

Amends post-repro - £86

Extra digital cromalin - £28

Pack copy amend - £18

Simple spec alignment- £20

Total

£233

20 v.7 April 2019

New creative Stock Pot carton with amends

Example 2: NPD Product with new creative design & chargeable

amends

Services:

Design - £850

Photography - £500

Artwork - £156

Repro - £130

TM - £219

DC - £35

Systems & Admin - £16

Total

£1,906

Chargeable amends:

Avge cutter amend at design stage - £135

7 x text amends - £92

Amends post-repro - £86

New cromalin - £28

Pack copy amend - £18

Simple spec alignment - £20

Total

£379

Grand total £2,285

207

173

199

43

83

21 v.7 April 2019

Section C – Change to an existing file matrix(artwork only)

v7 April 2019

v.2 Dec 201622

v7April 2019

23 v.7 April 2019

‘How to…’ guide

1. Select the required TM rating aligned to your requested change i.e. A, B, C,D. Please consider the impact the change will have on your specification

and or artwork.

2. Once you have selected the TM rating please then select the relevant artwork complexity (see the supplied matrix on p.24) i.e. Very Simple, Simple,

Average or Complex. Please also ensure you have selected the correct pack format i.e. Can, Label etc.

3. To estimate the total cost of your change request please combine the total cost.

NB. For TM rating C and D the relevant Artwork classification should be either Average or Complex depending on the artwork requirement (unless PIG or

Pentic which would always be charged as Very Simple for Flexible or SA Label)

Examples

1. You could select TM rating A but require a Complex artwork classification because a product image needs re touching, but the change doesn't affect

pack copy or product specification.

2. You could select TM Rating D because you need to make changes to nutrition that affect spec and pack copy. You select an Average artwork

classification because no image manipulation is required..

3. You could select TM rating D because you need to make changes to nutrition that affect spec and pack copy. You select a Complex artwork

classification because your cutter is changing.

4. For Pig & Pentic amends select the relevant TM rating and then select Artwork classification Very Simple for a SA label

Rework - Amend to existing file - Technical Management

TM Rating Service Rating Guidance TM ChargePossible Artwork

Classification

A. Project Management No change to spec or pack copy 25Very Simple, Simple,

Average, Complex

B.Project Management, Legal Artwork

Sign off

No change to spec or pack copy but Legal to review

artwork 63

Very Simple, Simple,

Average, Complex

C.Project Management, Pack Copy, Legal

Artwork

Storage, instructions for use (non cook), country of

origin/raw material change/site code change92 Average, Complex

D.Project Management, Legal Label, Pack

Copy, Legal Artwork

Recipe, nutrition, cook instruction, weight, claims,

Supplier change (existing supplier)143 Average, Complex

C. Amends to existing technical and artwork templates

Rework - Amend to Existing File* Artwork

Classification Artwork definition Can Label Carton Flexibles Tub/LidSA

Label

Very SimpleBarcode change only, relevant artwork changes

driven by the TM rating

Artwork 31 34 46 37 32 29

Repro 20 0 21 21 20 0

Total 51 34 67 58 52 29

Simple

Printer change (same print process), relevant

artwork changes driven by the

TM rating

Artwork 43 34 81 75 43 32

Repro 43 26 61 68 43 22

Total 86 60 142 143 86 54

Average

Includes link-save and promo graphic additions.

Relevant artwork changes

driven by the TM rating C or D

Artwork 62 46 98 89 62 32

Repro 45 29 81 85 45 22

Total 107 75 179 174 107 54

Complex

Includes complex image manipulation or retouching.

Cutter amends. Supplier change (existing supplier).

Relevant artwork changes driven by the TM rating

C or D

Artwork 79 68 111 101 79 50

Repro 68 48 105 114 68 39

Total 147 116 216 215 147 89

C. Amends to existing technical and artwork templates

Spec amends which don't affect labelling will be charged at £10

v.7 April 2019

Rework – simple amend to

existing ES carton

(Right First Time)

Services:

Simple amend

TM Rating C - £92

Average artwork definition

Artwork -£98

Repro - £81

Total

£271

NB: If not right first time, amend

costs charged additionally as per

the chargeable amends matrix

25

Example 1: Rework amend to an existing file

v.7 April 2019

Section D – Retail ready packaging (RRP) cost matrix(artwork only)

v7 April 2019

v.2 Dec 201626

v7 April 2019

Work type Service Price £

RRP Artwork

(Own Label)

RRP / Outer case artwork (1st amend included within artwork cost) 106.02RRP structural design & artwork to ASDA brand guidelines 204.60

Online proofing and file release to UK corrugated provider / non-UK vendor 20.00

Simple artwork amendments - ie. add/change case code 55.80

Average artwork amendments – ie. amend text and case markings 74.40

Complex artwork amendments - ie. change brand logo and major layout changes 93.00

Additional RRP

Services

Amend supplied RRP cutter front face to align with ‘what a good job looks like’ (WAGJLL) 74.40Resize supplied cutters to required ratio of 1:1 27.90RRP structural design (no artwork) 93.00

Extras upon

request

To produce digital cutter from hand drawing or samples 46.50Issue via CD (incl. courier for UK destination) 25.58Resend existing cutter file / artwork to vendor / corrugated provider 25.58FTP to vendor specified external site 18.60

Please note that charges are for actual number of artworks required per cutter (not for the

number of SKUs it is used for)

Artwork: APSC/i2i Europe services matrix

v.7 April 2019

RRP matrix: Artwork

27

10 skus (same brand route) sharing

a single cutter

(no bespoke information)

Services:

1 generic artwork (incl 1st amend) - £106.02

Online proofing & file release - £20

Total

£126.02

Example 1: RRP Artwork cost

28 v.7 April 2019

5 skus (same brand route) sharing a

single cutter

(all require bespoke information such as

variant type)

Services:

5 x generic artworks (incl.1st amend) - £530.10

Online proofing & file release - £20

Total

£550.10

29

Example 2: RRP artwork cost only

v.7 April 2019

FAQs

V7 April 2019

v.2 Dec 201630

v7 April 2019

Q. My Design costs seem higher/lower than outlined in the matrix?

A. 1. Check if the design aligns with the correct standard matrix (see appendix 2)

2. Check that the packaging format is defined correctly (see appendix 4)

3. Check if there is more than one product shot or illustration used on the design

4. Check to see if any cutter changes or chargeable amends were made during the

design process

5. Check to see if any generic imagery costs have been amortised across the total sku

count

Q. My Artwork costs seem higher than outlined in the matrix?

A. 1. Check if the artwork aligns with the correct standard matrix (see appendix 2)

2. Check that the packaging format is defined correctly (see appendix 4)

3. Check if there have been any legal amends made

4. Check to see the number of chargeable amends aligns with the amends matrix

Q. Who do I contact if I have still have any commercial queries or require assistance?

A. email: [email protected]

FAQs & troubleshooting

31 v.7 April 2019

Appendices

v.7 April 2019

v.2 Dec 201632

V7 April 2019

Design creation

Competitive reviews and audits

Creative design development

Imagery/photography/illustration

Props, styling

Art direction

Sub descriptor & title consideration

Layout and assembly of elements onto

cutter

Application of brand standards

Supply of final files to artwork

Artwork creation

Composition of all pack copy and imagery

(digital or analogue)

Structural profile requirements embedded at

this stage

Integrity of brand and guidelines enforced

Printer requirements inbuilt

Barcode generation and verification

Design agency technical support

Maintenance and updating of font libraries

Complete signed off electronic digital artwork

Reprographics

High resolution file composition (from

artwork files)

Application and control of print

requirements

High resolution scanning / RGB colour

conversion

Colour retouching and swatch matching

Print ready film / graphic digital supply

Appendix 1 Detailed explanation of services within the ASDA packaging process

Artwork – Technical Management

Critical path management

Reporting

Design consistency management

Application ASDA Brand Design

Specification management

Pack copy legal check

Legal labelling check

Artwork legal ceck

Packaging guidelines

Legal copy accuracy

Brand guidelines and copy generation

Consistency of messaging by ranges

Legal advice training

Status monitoring

Supplier information receipt audit

Artwork – Design Coordination

(Commercial Management)

Consolidation of invoices for all NPD

stakeholders

Apportionment of quotes to relevant areas

Financial analysis and reporting

Brand / category / supplier spend control

Invoice queries

System Administration

Cutter administration

Reporting

33 v.7 April 2019

Appendix 2 Definitions of the 6 core Design matrices

Design

trace

Range

extension

Brand

extension

Design Trace - adding a new SKU into an existing range with the same cutter, no photography or

illustration required; simple text or colour amend (can include all brands)

New

Creative

OPP

(Smart Price)

OPP (Smart Price) – to be used only on OPP (Smart Price) designs irrespective of complexity

34

Range Extension - adding a new SKU into an existing range with an established design layout,

includes cutter and size variants (can include all brands excl. SP)

Brand Extension - adding a new SKU into an existing brand where a lead line design hasn't

been established, includes more complex cutter and size variants (can include all brands excl. SP)

New Creative - either NPD or redesigns where a previous design isn't established and requires

total blue sky thinking

v.7 April 2019

PIG & pentic matrix – to be used for all counters linesPIG &

Pentic

Appendix 3Terminology frequently used to describe either a product or work-stream type

Work stream type What does it mean?

NPD New product development, generally requiring packaging, design & artwork

Repack Change to the packaging or design only – no product specification change

Product improvement (PI)No fundamental change to design, but a change to the product spec or a weight change. (This may or

may not require new photography or a new cutter guide)

Description on Standard matrix What work-stream type can it cover?

New creative NPD, Repack

Range extension NPD, PI (where new photog & cutter might be required), Repack (if the pack format changes)

Brand extension NPD, PI (where new photog & cutter might be required) Repack (if the pack format changes)

Design trace NPD

OPP NPD, Repack (if the pack format or brand guidelines change), PI (where new cutter might be required)

35 v.6 Feb 2019

Cancelled lines charges*

Critical path stage Relevant cost application at cancellation

Supplier confirmed Project management - £52

Supplier confirmed DC - £35

Upload Cutter Systems and Admin - £16

Creative copy lockdown Creative copy - £39

Label spec approved Label spec approved - £61

Legal approve pack Copy Pack copy - £29

DHO Design Costs - variable

Artwork Artwork Costs - variable

Artwork dispatch Spec Alignment - £38

Repro Repro costs

* Charges will apply if the work has started on that task

Appendix 4Pack format definitions for design agencies

Pack format

definitionsIncluding the following non standard formats

CanPrinted directly onto metal substrate ie: Beverage can, Deodorant can, Air freshener; Tinned Fish etc. (not tins with

labels)

Label (wet glue)In-Mould Labels / Tags / Double Side Labels Backing Cards / Insert Cards/C wrap labels/wet glue labels, jar labels,

tin labels

Carton Full carton/ Cartonboard watchstrap sleeves

Flexibles Flow Wraps / Top Webs / Pouches / Sachets/Doy Bags/inners

Tub/Lid Dry offset/flexo printed tubs & lids

Self Adhesive label

36 v.7 April 2019

There are 2 types of Design Guidelines matrices depending on design brief requirements:

• New creative design guidelines (A) including the development of new creative

• Range extension design guidelines (B) where the creative element is already defined

Appendix 5Design guidelines matrix

A. New Creative Design Guidelines

Lead lines Costs as per standard new creative matrix

Follow on lines £

25-50 176

51-100 151

101-200 101

201+ 51

B. Range Extension Design Guidelines

Lead lines Costs as per standard range extension matrix

Follow on lines £

25-50 151

51-100 126

101-200 76

201+ 26

Terms and definitions of usage

To only be used on discussion and agreement that this is the appropriate solution with the Design Specialist

All master lead lines, colour, text layout and additional element placement guidelines are created by a design agency for

application through an artwork agency

A. New Creative guidelines: Development of both the creative strategy and subsequent guidelines for a range of products

(minimum 25 lines) sharing a similar design and using common photography/illustration across all skus, or defining a simple

placement template for photography to be supplied to A/W

B. Range Extension guidelines: Taking an existing design strategy and creating subsequent guidelines for a range of

products (minimum 25 lines) sharing a similar design and using common photography/illustration across all skus, or

defining a simple placement template for photography to be supplied to A/W

How to calculate cost

• Design will establish the total number of different lead lines to be worked up to deliver a robust set of guidelines – these

are calculated at the full new creative or range extension standard matrix cost (per pack format)

• Any image costs are to be amortised across the lead lines only

• There will be a subsequent number of chargeable ‘follow on’ lines to be created in artwork

following guidelines (requiring continued consultation and inputs with the design agency) 37 v.7 April 2019

The suppliers’ guide to ASDA packaging design & artwork costs€¦ · Artwork Repro Technical...

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