Nova Coffee — Client Hub Overview

Nova Coffee's rebrand is a full identity overhaul, not a refresh. The client is a growing metro-area chain (14 stores), and the strategic ambition is significant: shift consumer perception from budget to daily premium. That repositioning touches every physical and digital touchpoint — hence the breadth of the four-workstream scope agreed at the kickoff meeting on 2026-02-10. For a consolidated view of the client profile, scope table, and milestone gantt, see Nova Coffee — Engagement Overview.

On the client side, final approval authority on all deliverables rests with Seyoung Oh (Marketing Director), while Haneul Ryu (Brand Manager) handles day-to-day coordination, including the store-visit schedule agreed at kickoff. On the agency side, Jiwoo Han leads the engagement as PM and Minjae Kwak drives all visual work as Design Lead. Full contact details and roles are on the Nova Coffee — Contacts page. [Nova Coffee Rebrand Notes.md]

The four deliverables agreed at the 2026-02-10 kickoff are:

• Logo System — full logo redesign, brand color palette, and a guidelines document
• Packaging — new packaging design with a tactile finish, consistent with the locked brand identity
• In-Store Signage — updated signage across all 14 stores, with improved night legibility as a specific requirement
• Social Tone & Templates — brand voice guidelines and reusable social media visual templates

Each workstream is anchored to the same locked brand identity: minimal wordmark (Direction A), deep green + cream color palette, and the "daily premium" positioning. The decision to target late-20s/30s office workers — agreed at kickoff — shapes every workstream, from the tactile texture of packaging to the tone of social copy. [Nova Coffee Rebrand Notes.md]

As of the most recent notes, the engagement is mid-stream. The Logo System is the most advanced workstream: logo direction, color palette, and tagline were all locked at the First Concept Review on 2026-03-18, with only the guidelines document still in progress. That single locked decision — Direction A, deep green + cream — now acts as the foundation for every other workstream downstream.

Packaging is in active development: a first concept was reviewed on 2026-03-18, client feedback called for a more tactile texture, and a second concept is due 2026-03-28. Print quotes are being gathered in parallel, which signals an eye toward the May store rollout. In-Store Signage is similarly mid-stream — design is underway, but the night legibility note from the first concept review means a revised night mockup is due by 2026-04-04, with April installation still to be scheduled. The Social Tone & Templates workstream has not yet started; it is blocked behind the logo and color decisions (now resolved) and is scheduled to begin in April. [Nova Coffee Rebrand Notes.md]

Two formal meetings are recorded for the engagement so far, both of which produced consequential decisions. The full dated log with attendees, action items, and decisions is on the Meeting Log page; a clean chronological record of every formal decision is on the Decisions Log page.

The 2026-02-10 Kickoff established the engagement scope, locked the target audience (late-20s/30s office workers), and set the strategic direction toward "daily premium." It also produced two concrete action items: a competitor visual audit (agency) and a store-visit schedule (client, coordinated by Haneul Ryu).

The 2026-03-18 First Concept Review was the most decisive session to date. Three things were locked simultaneously — logo Direction A (minimal wordmark), the deep green + cream color palette, and the tagline *"One cup a day, a little better."* Client feedback on packaging (needs more tactile texture) and signage (needs better night legibility) directly shaped the next round of deliverables. Both packaging and signage now have follow-up due dates running into early April. [Nova Coffee Rebrand Notes.md]

The engagement runs February through approximately July 2026, with the heaviest design activity concentrated in March–May and a store rollout anticipated in May.

[Nova Coffee Rebrand Notes.md]

This notebook is structured so that every major area of the engagement has its own dedicated page, all linked from here:

Use this hub as your starting point. Each page carries its own status views, action items, and cross-links so you can navigate directly to whatever area needs attention.