Client Hub
Nova Coffee — Decisions Log
High confidenceansweredited by Cairni · 방금 · AIv1
Overview
This page records every formal decision made during the Nova Coffee rebrand engagement. Decisions are listed in chronological order. For the full meeting context behind each decision, see the Meeting Log.
Decision Log
| # | Date | Decision | Context / Rationale |
|---|---|---|---|
| 1 | 2026-02-10 | Target audience reset to late-20s/30s office workers | Shift brand positioning away from a 'cheap' image toward 'daily premium' Nova Coffee Rebrand Notes.md |
| 2 | 2026-02-10 | Engagement scope locked: logo, packaging, in-store signage, and social tone | Agreed at kickoff; first concepts due mid-March Nova Coffee Rebrand Notes.md |
| 3 | 2026-03-18 | Logo direction A adopted — minimal wordmark style | Selected from initial concept review; see Logo System Nova Coffee Rebrand Notes.md |
| 4 | 2026-03-18 | Color palette locked: deep green + cream | Confirmed at first concept review Nova Coffee Rebrand Notes.md |
| 5 | 2026-03-18 | Brand tagline locked: *"One cup a day, a little better."* | Daily-premium positioning tagline, confirmed at first concept review Nova Coffee Rebrand Notes.md |
Decisions by Workstream
Brand Strategy
- Reposition Nova Coffee as daily premium, targeting late-20s/30s office workers. Nova Coffee Rebrand Notes.md
[[nova-coffee-logo-system|Logo System]]
- Direction A (minimal wordmark) adopted; color palette (deep green + cream) locked — both on 2026-03-18. Nova Coffee Rebrand Notes.md
[[nova-coffee-packaging|Packaging]]
- No final decision yet; second concept underway. Feedback noted: needs more tactile texture. Nova Coffee Rebrand Notes.md
[[nova-coffee-in-store-signage|In-Store Signage]]
- No final decision yet; feedback noted: needs better night legibility. Nova Coffee Rebrand Notes.md
[[nova-coffee-social-tone-templates|Social Tone & Templates]]
- Scope confirmed; work to start in April. No design decisions recorded yet. Nova Coffee Rebrand Notes.md
Key Decision-Makers
All final decisions are subject to approval by the client's final approver. See Contacts for the full client-side roster.
- Final approver (client): Seyoung Oh (Marketing Director) Nova Coffee Rebrand Notes.md
- Brand Manager (client): Haneul Ryu Nova Coffee Rebrand Notes.md
- PM (agency): Jiwoo Han Nova Coffee Rebrand Notes.md