What we heard
The Aug 25 territory review brought Leo, Maya and Nina together to compare the warm and premium territories against the decision brief Leo approved on Aug 6.
- Leo MartinMarketing Lead, Luma Coffee
People come back to our cafes because they feel like the neighborhood's kitchen table. The packaging should feel like that too.
- Nina AlvarezCreative Director, Northstar Studio
The premium route scored best on craft detail. The brief already says craft shows up in the detail, not the headline.
- Maya ChenAccount Director, Northstar Studio
The room agreed on warmth and origin clarity quickly. The real question was how much premium cue the warm territory can carry.
The positioning the room converged on
It follows the Aug 6 brief: lead with neighborhood warmth and express premium craft through detail. Leo approved it with the warm territory revisions on Aug 26.
Territory scorecard, round 2
| Territory | Summary | Where it leads | Risk |
|---|---|---|---|
| Warm territory | Neighborhood warmth first, origin told plainly, craft in the details | Warmth 9, origin clarity 8 of 10 | Seasonal colour and the 250 g origin panel need revision |
| Premium territory | Craft and quality first, restrained and dark | Craft detail 9 of 10 | Reads as the luxury direction the brief ruled out |
| Third route | A late request for a new direction | Not scored | Priced separately, outside the agreed rounds |
The two territories tie on shelf standout and print feasibility, so the decision rested on warmth, origin clarity and craft detail.
Decisions
- Warm territory confirmed as the direction for round 3 (Leo, Aug 26)done
- Workshop attendance and scorecard agreeddone
- Working positioning statement approveddone
- Third route priced separately by Maya, outside the agreed roundsdone
- Round 3: seasonal colour rule and 250 g origin panelopen
Owner: Leo Martin. Round 3 is the last of the three agreed revision rounds. Two are used, so any new direction reopens scope instead of taking a round.
Path to final identity and what changes
- Decision briefAug 6
- Territory reviewAug 25
- Packaging and menusSep 14
- Round 3 revisionsSeasonal colour, origin panel
- Cafe rolloutOct 19 launch
With the warm territory confirmed, the retail bag leads with the neighborhood story and puts origin on the front panel, cafe menus drop premium tasting note language, and seasonal releases get one colour rule once round 3 settles it. Each settled rule goes into the brand guidance library.