Here's how you can add custom graphics and icons to your AppStore App Downloads:
Download an App from the AppStore
Click "Applications"
Click the App you want to customize
Hit cmd-R to show it in the Finder
Name the file from AppName.ipa to AppName.zip
Double click the new .zip file
Open the AppName folder
Open "Payload" folder
Right click on "AppName" and show package contents
You should now have access to all the files in the App
Have fun!
Download an App from the AppStore
Click "Applications"
Click the App you want to customize
Hit cmd-R to show it in the Finder
Name the file from AppName.ipa to AppName.zip
Double click the new .zip file
Open the AppName folder
Open "Payload" folder
Right click on "AppName" and show package contents
You should now have access to all the files in the App
Have fun!