Brand Identity Creation & Marketing Strategy

1) Brand Identity & Visual System
Brand Discovery Workshop
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Values, mission, vision, promise, personality, proof points.
Visual Identity Creation ( 3 directions)
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Logo design & variations: primary, horizontal/vertical lockups, monogram/icon, clear‑space &
minimum size rules.
Color palette development: primary, secondary, neutrals, accessibility contrast checks.
Typography selection: display, heading, body, web‑safe alternates, usage hierarchy.
Imagery & photography style guide: macro vanilla textures, origin/terroir, chef/tabletop,
lifestyle; lighting, framing, editing guidance.
Verbal Identity & Messaging
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Tone of voice definition with do/don’t and examples across channels.
Core messaging pillars & value proposition (quality, sourcing, ethics, traceability).
Tagline development (3 routes with rationale & testing guidance).
Comprehensive Brand Guidelines Document
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20–40 pages covering visual + verbal rules, social templates, examples across packaging, web,
print, and ads.
2) Company Profile & Storytelling
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Narrative & brand story development (origin, craft, sustainability, impact).
Professional copywriting for the full profile (≈1,200–1,800 words) + short bios.
Visual design & layout (A4/US‑letter PDF, print‑ready + editable source).
Executive summaries & media boilerplate (50/100‑word versions).


3) Website Strategy & Development
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Strategy, planning & UX: sitemap, user journeys (DTC & wholesale), wireframes.
UI design & content creation: page templates (Home, Shop/Product, About, Sourcing,
Recipes/Journal, Wholesale/Contact, Policies); copy for key pages.
Technical development, testing & hosting setup: Shopify (recommended) or WordPress;
payments, shipping, tax; performance and accessibility; privacy/cookie consent.
Foundational SEO implementation: metadata, schema, redirects, speed, image alt text; keyword
map for priority pages.
Deliverables: Live website, CMS guide, 3–5 email automations setup (welcome, abandon cart,
post‑purchase) if Shopify/Klaviyo is selected.
4) Core Marketing Strategy
Market Intelligence & Strategic Positioning
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Market research & comprehensive competitor analysis (beans, paste, extract, powder).
USP definition (quality, sourcing, ethical practices & certifications).
Target audience segmentation (B2B: distributors/chefs/retail; DTC: home
bakers/foodies/gifting).
Content & Digital Marketing Execution (Strategy Level)
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Social media strategy: platform selection, content pillars, posting cadence, community
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management.
Performance marketing strategy: channels (Meta), audiences, creative matrix, measurement
plan (GA4/Pixel).
90‑day launch content plan with campaign themes and asset list.