Program overview
How Luma's 9 cafes receive, use and retire the refreshed brand for the October launch, with the rules that keep old files off counters and shelves. Maintained by Northstar for Luma.
- Kit owner
- Maya Chen, Northstar
- Creative questions
- Nina Alvarez, Northstar
- Final approver
- Leo Martin, Luma
- Cafes
- 6 Luma cafes, 3 partner cafes
- Launch
- Oct 19, 2026
What each cafe receives
| Luma cafes | Partner cafes | |
|---|---|---|
| Cafes | Alberta, Belmont, Division, Hawthorne, Mississippi, St Johns | Sellwood, Kenton, Pearl |
| Menus | Full menu boards and counter menus | Luma coffee panel for their own board |
| Retail | All 12 packaging SKUs | 250 g and 340 g bags only |
| Signage | Window, counter and cup sleeves | Counter card only |
| Folder owner | Cafe manager | Partner owner |
Rollout path for each cafe
- Manager namedOn the distribution list
- Location folderPhotos and board sizes
- Location checkOct 5, verified by Maya
- Files releasedOnly after the check
- LaunchOct 19
A cafe receives files only after its folder passes the location check. Nothing ships early, even when a cafe is ready first.
Brand rules for every cafe
| Rule | What it means |
|---|---|
| Seasonal colour | One seasonal accent per release, from the library. No new palettes on the counter. |
| Origin story length | Two lines on menus and cards. The full story lives on the bag. |
| Small use sun artwork | The sun mark only above its minimum size. Below it, use the wordmark. |
| Current files only | Use the files in your location folder. Delete anything from before Oct 19. |
Launch checklist and contacts
Each cafe before Oct 5
- Manager named on the distribution listdone
- Location folder complete with photos and board sizesopen
- Old menus and signage listed for removalopen
- Launch day contact confirmedopen
- Maya ChenAccount Director, Northstar
Rollout, folders and the location check.
- Nina AlvarezCreative Director, Northstar
Anything the library does not answer.
- Leo MartinMarketing Lead, Luma
Final approval and cafe owners.