T09 Brand positioning workshop summary
Brand positioning workshop summary
What the Aug 25, 2026 territory review decided for Luma Coffee's brand refresh, and the one choice we need from Leo before round 3 begins. Prepared by Northstar Studio. This summary reflects the room's discussion; it is not final creative.
Sample template: the firm, people, clients and figures are fictional and shown for illustration only.
What we heard
People come back to our cafes because they feel like the neighborhood's kitchen table. The packaging should feel like that too, not like a luxury shelf.
The premium route scored best on craft detail, and we do not want to lose that. The brief already says premium craft shows up in the detail, not in the headline.
The room agreed on warmth and origin clarity quickly. The real discussion was how much premium cue the warm territory can carry.
The positioning the room converged on
Working positioning statement
For people who treat their local cafe as part of the neighborhood, Luma Coffee is the roaster that makes every bag and cup feel like it came from down the street, because we lead with warmth and a clear origin story and show our craft in the details. Unlike roasters that sell luxury, we make belonging the reason to come back.
This follows the decision brief Leo approved on Aug 6: lead with neighborhood warmth and express premium craft through detail. It needs sign-off before round 3 starts.
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 a 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 rests on warmth, origin clarity and craft detail.
How the warm territory improved
Round 2 raised the warm territory on every criterion, most on neighborhood warmth and origin clarity, which is where the brief asked it to lead.
Decisions
Owner: Leo Martin. Needed by: Aug 28, 2026. Round 3 is the last of the three agreed revision rounds, and 2 of 3 are already used, so the direction must be confirmed in writing before it starts.
Path to final identity
What changes for Luma's marketing
If the warm territory is confirmed, three things change: the retail bag leads with the neighborhood story and puts origin on the front panel, cafe menus drop the premium tasting-note language, and seasonal releases get their own colour rule once round 3 settles it. Northstar will add each settled rule to the brand guidance library.
One open risk
The corrected printer proof for the 250 g bag is still needed before production release. If the origin panel changes in round 3, the proof has to be reissued, so we will confirm the panel first and the proof second.
Raw themes from the review
Grouped from the review, unedited:
- "The warm one feels like our cafes." (recurring)
- "Keep the craft, lose the luxury." (recurring)
- "The origin panel is too small on the 250 g bag."
- "Seasonal colour needs one rule, not a new palette each time."
How to use this template
Duplicate this page after each positioning workshop or territory review. Fill the variables below before sending to the client; if a required value is missing, show Needs review rather than guessing at what the room decided.
| Variable | Meaning | Required |
|---|---|---|
{{client.name}} | Client the workshop covered | Required |
{{workshop.date}} | Date the workshop was held | Required |
{{positioning.statement_draft}} | Working positioning statement from the workshop | Required |
{{territories.scorecard}} | Territories compared, with scores and risks | Required |
{{decision.owner}} | Person who must confirm the direction | Required |
{{decision.due_date}} | Deadline for confirming the direction | Required |
{{workshop.raw_themes}} | Unedited themes from the session | Optional |
The live scorecard comes from the Dashboards app for this client. Send this summary within 48 hours of the workshop while the discussion is still fresh.