It depends on the package, and the number is printed on each one. On our Art Director plans concepts are unlimited, which means we keep exploring directions until one of them is clearly right.
The longer answer
The number is printed on every package rather than negotiated afterwards: two at the entry tier, rising to unlimited on the Art Director plans. More concepts is not automatically better — four directions explored properly beats ten drawn quickly — but it does buy room to test an idea that might not work.
What unlimited actually changes is the incentive. When there is no counter, the designer is paid to find the right answer rather than to produce a quota.
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