Start with the commercial route
An efficient brief begins with the intended market, product category and adult audience before flavour names or visual references. These inputs determine the people who need to review ingredients, labels, pack copy and production controls.
For an OEM discussion, a clear target country is more useful than a generic “global” request. It gives the project team a starting point for deciding which specifications and reviewers belong in the route.
Describe the pouch system, not only the concept
Set out the pouch format, sensory direction, pack architecture and the level of customization expected. A concept can then be translated into component specifications, an artwork workflow and a sample plan without relying on assumptions.
Assign a decision owner
Ingredient sign-off, artwork approval, claims review and final release should each have an identified owner. That makes version control possible when a brief changes during sampling or before production.
BRIEF CHECKLIST
Bring these inputs to the first conversation.
- Target country and product category
- Adult audience and proposed positioning
- Pouch format and sensory direction
- Can, label, carton and shipper requirements
- Artwork files and approval owner
- Forecast, sample target and desired launch timing
- Claims and market-review owner