There is no hard a fast rule to the number of concepts we show to our clients. It varies depending on the type of project. Ideally we aim to show only three solutions.
If we are working with a mature identity or packaging brand these three routes will include an evolution (if the brief requires), a mid point, and a revolution. Sometimes if we are confident enough with the rationale, the consumer insights and we have complete courage in our conviction, those moments when you know you have the winner, we will present just one route. This rarely happens as the process usually takes the client on a journey from their present position to the winning idea. We never just present concepts to ‘fill’ a presentation, each concept presented must fit the brief and be something we would happy to develop and be proud to show if chosen by the client.
In our experience we never try to just ‘sell’ a design in, the best results always come from a shared vision and desire to change from our clients. The better the relationship the more concise the brief, the better the result.