What are Mockups and Why you should include them in your Brand Guidelines
Brand guidelines are a set of visual rules and standards that define how a brand should appear and communicate across different platforms. They ensure consistency in tone, style and messaging while making it clear what the brand represents and what values it stands for.
A comprehensive set of brand guidelines typically includes:
- Mission, Vision, and Values
- Brand Archetypes
- Tone of Voice
- Primary and Secondary Logos
- Icons and Graphic Elements
- Color Palette and Typography
- Packaging Design
- Social Media Design
- Photography
- Mockups
Brand mockups are an essential part of any brand identity kit, bridging the gap between concept and execution.
What Are Brand Mockups?
Mockups are realistic visualizations that show how your brand identity such as logos, typography, and graphic elements appear in real-world contexts. Think business cards, packaging, tote bags, clothing and even matcha cups.
They serve as a creative “dress rehearsal,” helping both you and your client visualize how the brand will show up across different platforms and products. For designers, mockups are also an essential tool for refining concepts and presenting work in a polished, professional way.
Why You Should Include Mockups in Your Brand Guidelines
Design is about communication. And sometimes, words are not enough. Your client might understand what a brand color or font looks like on paper, but seeing it applied to a tote bag, Instagram post, or food wrapper? That is when the brand starts to feel real.
Mockups help in four key ways:
- Client: Present your work in context to get faster, more confident approvals
- Portfolio: Show potential clients or employers how your designs come to life
- Design Testing: Spot inconsistencies or awkward applications before launch
- Brand Consistency: Set a visual standard so the brand identity stays cohesive everywhere
Types of Brand Mockups
Not every brand needs every mockup. But having a variety helps you showcase different aspects of the identity depending on the client’s needs.
Here are the most common categories:
- Stationery: Business cards, envelopes, letterheads, posters
- Packaging: Boxes, bags, bottles, product containers
- Apparel: Totes, hoodies, t-shirts
- Digital: Website or app on mobile, tablet, or desktop
- Food and Beverage: Cups, wrappers, menus, signage
Looking for Mockups? Shop Marlo’s Market.
Recommended Mockups from Marlo Studios
🧾 The Menu Edit Bundle (4 Mockups): A versatile set of menu mockups perfect for cafés, restaurants, or lifestyle brands.
👜 Tote Mockup: Perfect for lifestyle brands, cafés, and creative studios
🍞 Food Paper 01 Mockup: Ideal for F&B packaging, restaurant branding, or event visuals
🍵 Matcha Latte in Takeaway Cup: A dream for drink brands and café visuals
📱iPhone 01 Mockup: Ideal for showing off digital branding, apps, or Instagram previews.
🏷️ Signage Mockup: Great for retail, hospitality or event brands.
Each one is crafted to help you explore visual branding through tactile, intentional design moments.
Ready to Upgrade Your Brand Handoff?
Your branding handoff is not complete without mockups.
That’s why we built the Brand Guidelines 2.0 Template. Paired with our mockup collections, it gives you everything you need to create a brand presentation that’s beautiful, strategic and unforgettable.
