Plum Studio
for Acme Coffee.

Six weeks. New mark, new voice, new rollout. The shop in Brooklyn opens September.

Where you are now

The brand almost works.

It's recognisable inside Manhattan. Loyal regulars, strong word-of-mouth, but the visual identity is doing none of the heavy lifting outside the store.

The wordmark looks like 2017. The packaging photographs flat. There's no system: every Instagram post invents itself.

Brooklyn is a different problem. New audience, different competitors, no built-in loyalty. The current brand can't carry it.

What we'll build

A system, not a logo.

1

Mark + wordmark. Tighter, more confident, works at favicon and storefront sizes.

2

Photography direction. Three lighting + composition rules so every shot belongs to the same world.

3

Voice + story. A short brand book, plus 30 caption templates. Your team posts in 3 minutes, not 30.

Six weeks

How we'll get there.

W 1Discovery. Three customer interviews, audit of competitors, team workshop on values.

W 2–3Identity exploration. Three directions, presented in context — storefront, cup, Instagram, business card.

W 4Selection + refinement. One direction, sharpened to production quality.

W 5Application. Photography session, packaging mockups, brand book draft.

W 6Handoff. Final files, brand book v1, captioning kit, 30-day rollout calendar for Brooklyn launch.

What it costs

Two ways to engage.

Standard

$24k

Six weeks, the deliverables on slide 3, two rounds of revisions per stage.

Recommended · with rollout

$32k

Standard scope + 4 weeks of rollout support across the Brooklyn opening. Captions, story-by-story, flexible.

Yes?

Let's start Monday.

Reply with which engagement, and we'll send the contract by EOD. We've blocked the calendar for August.