Brand Identity Proposal Template

Arjun Mehta Independent design Proposal 26-014 · 14 October 2026

FOR HANA RUIZ, OWNERA name that means light deserves a mark you can read from across the street.

Lumen.

Coffee Roasters Brand identity proposal

Prepared forHana Ruiz, Lumen

Prepared byArjun Mehta

Timeline5 weeks, from 28 Oct

01 / 08

Hana Ruiz, ownerAt the counter on NE Alberta St. The roaster is a 2011 Diedrich she rebuilt herself.

Lumen · Brand identity 01 The call

_01_What you told me — call, 2 October

“We roast really good coffee under a logo I made in a hurry, the week we opened.”

Hana Ruiz — on our call, about forty minutes in

Lumen started in 2019 as a counter and one roaster. Today you sell to six cafés in the neighbourhood and ship bags across Portland. The coffee grew up. The look did not: the logo blurs on a cup, the bags use three different browns, and nobody can read the sign from the bus stop.

You don’t want a chain look. You want something that feels like the room — warm, a little brass, made by hand — but holds up on a bag, a cup, a sign and a screen.

Four things that need a face

• 01 Bags 250 g retail and 1 kg wholesale, kraft with a printed label
• 02 Cups 8 and 12 oz, plus a sleeve you can stamp in-house
• 03 Sign A round blade sign over the door, readable at 30 m
• 04 Website Shop, wholesale enquiries and opening hours

Keep

• The name, and the idea of light
• The brass roaster as a hero
• Regulars’ names written on cups

Change

• A mark that fails below 20 mm
• Three browns, no system
• A free script font from 2019

Arjun Mehta · Proposal 26-014 02 / 08

Lumen · Brand identity 02 Approach

_02_How we get there

Three phases.

Five weeks. One mark that works everywhere.

I work in short, visible steps. You see real sketches early, choose a direction with me at the counter, and get files your printer and your web person can use the same day.

01 Week 1

Listen

A morning at the roastery: roast day, the rush, the regulars. I collect every bag, cup and menu you use today.

• Roastery visit and staff chat
• Audit of current touchpoints
• One-page brief you sign off

02 Weeks 2–3

Draw

Three directions, drawn by hand first, then built on screen. We pick one together and refine it in two rounds.

• Three directions (see page 04)
• Mock-ups on bag, cup and sign
• Two rounds of refinement

03 Weeks 4–5

Build

The chosen mark grows into a small system: colour, type, packaging, sign and web, with a short guide for your team.

• Print-ready bag and cup files
• Sign artwork for the fabricator
• Brand guide, 12 pages

FROM THE FIRST SKETCHES

Simple enough to stamp on a paper bag, warm enough to hang over the door.

Notebook, 3 October — a café on N Mississippi Ave, the morning after our call.

Arjun Mehta · Proposal 26-014 03 / 08

Lumen · Brand identity 03 Directions

_03_Logo directions

Three ways in.

Each one is a real, usable mark — not a mood. We choose one on the kickoff call; the other two are retired.

A Recommended

B

C

_A_Sun & bean

A roasted bean that is also a rising sun. Reads at 8 mm on a sleeve and at 60 cm on the sign.

_B_Lowercase wordmark

Friendly, confident lowercase with a small sun over the “n”. Best on the website and the bag front.

_C_Roaster’s seal

A round stamp for things you make by hand: rubber stamp on kraft bags, wax on gift boxes.

Where it has to work	A · Sun & bean	B · Wordmark	C · Seal
Cup sleeve, 20 mm
Blade sign, from the bus stop
Rubber stamp on kraft
Website header and favicon

My pick

Direction A, with B as its wordmark partner. The sun carries the name; the bean carries the craft — and it is still a single shape you could cut from brass.

Arjun Mehta · Proposal 26-014 04 / 08

Lumen · Brand identity 04 In use

_04_Direction A, applied

On the counter, over the door.

FIG. 1 — 250 g retail bag FIG. 2 — 12 oz cup, stamped sleeve

FIG. 3 — Blade sign

lumencoffee.co

lumen Shop Wholesale Visit Order beans

Roasted on Alberta St, Tuesdays & Fridays.

Small batches on a rebuilt Diedrich. Pick up at the counter or get a bag at your door by Saturday.

FIG. 3Painted steel, 600 mm, warm light from above.

FIG. 4Website home, desktop — same mark, same saffron, one button.

Sketch renderings — not final artwork 05 / 08

Lumen · Brand identity 05 Moodboard

_05_Colour, light and type

Brass, steam and morning light.

“Warm, a little brass, made by hand.”

— HANA, ON THE CALL

Espresso#2B1B12
PMS 4625 C

Saffron#F2A007
PMS 130 C

Roast#6A4330
PMS 7575 C

Kraft#C49A6C
bag stock

Crema#FAF5EC
PMS 9224 C

DISPLAY Familjen Grotesk · 700

Aa Gg

Single origin, roasted Tuesdays.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

ACCENT Newsreader · Light Italic

Aa Gg

for Maya — plum, cocoa, brown sugar.

abcdefghijklmnopqrstuvwxyz & ☼

Arjun Mehta · Proposal 26-014 06 / 08

Lumen · Brand identity 06 Scope

_06_Deliverables & timeline

What you get, and when.

• 01

Primary mark & wordmark Full colour, one colour, reversed. SVG, PDF, PNG.

• 02

Bag label system 250 g and 1 kg, with a slot for origin and roast date.

• 03

Colour & type Five colours with print and screen values, two typefaces.

• 04

Cups & sleeve 8 and 12 oz artwork plus a rubber stamp file.

• 05

Blade sign artwork Scaled drawing and colour specs for your fabricator.

• 06

Website kit Header, favicon, three page layouts for Squarespace.

• 07

Brand guide Twelve pages: do, don’t, and how to brief a printer.

• 08

Handover session One hour at the roastery with you and your team.

Five weeks

28 OCT — 29 NOV 2026

W128 Oct

W24 Nov

W311 Nov

W418 Nov

W525 Nov

ListenVisit, audit, brief

Roastery visit

DrawThree directions

A · B · C review

RefineTwo rounds

Rounds 1 & 2

BuildPackaging, sign, web

Files & brand guide

HandoverAt the roastery

29 Nov ☼

4 NOV

Brief signed. One page, in your words.

13 NOV

Direction chosen. At the counter, with coffee.

29 NOV

Everything delivered. In time for holiday bags.

Arjun Mehta · Proposal 26-014 07 / 08

Lumen · Brand identity 07 Investment

_07_Investment & next steps

One fixed fee. No surprises.

Item	Fee
01	Discovery & brief Roastery visit, audit of current materials, one-page brief	$900
02	Logo & identity system Three directions, two rounds, colour and type	$2,600
03	Packaging Bag labels (250 g, 1 kg), cups, sleeve stamp	$1,700
04	Blade sign artwork Drawing and specs for the fabricator	$600
05	Website kit & brand guide Header, favicon, three layouts, twelve-page guide	$1,000

Total, fixed fee_Printing, sign fabrication and photography are quoted separately._

$6,800

On signing

$3,400 — 50%, invoiced with this proposal.

On delivery

$3,400 — 50%, when final files are handed over.

Good to know

All rights to the final mark pass to Lumen on final payment. Valid until 31 October.

1 Say yes

Sign below, or just reply “let’s go” by 24 October.

2 Deposit

I send the first invoice; the date is yours once it’s paid.

3 Kickoff, 28 Oct

8 am at the roastery. Please keep the old bags — I want them all.

Arjun Mehta

Arjun Mehta · Designer 14 Oct 2026

Hana Ruiz · Lumen Coffee Roasters Date

hello@arjunmehta.studio · (503) 555-0148 08 / 08