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Northwind Coffee brand kit
Northwind Coffee brand kit
For anyone making things for Northwind Coffee: designers, writers, photographers and printers.
The feel
Calm. Warm. Unfussy.
Specialty beans for people who brew at home on weekends: a good, calm cup without the usual fuss.
Colours
| Colour | Hex | Job |
|---|---|---|
| Filter Paper | #FAF7F2 | Main page background, and label text on buttons |
| Grounds | #2B231D | Body text and headings |
| Roast Brown | #7B5135 | Buttons and links only |
| Oat Linen | #E8DFD0 | Section and card backgrounds, footer |
| Pale Sage | #E3E8DC | Callouts, tips and highlighted panels |
Weekly review: Mon 5 Oct to Fri 9 Oct
What moved
1. Three retainer clients by 31 Dec (one signed)
2. Cafe cost check on sale by 30 Nov, two sold by 31 Dec
3. Admin under 5 hours a week by 31 Dec
What is stuck

0:38A 38 second vertical short for Northwind Coffee, a made-up roaster: six b-roll shots of a pour-over, with the words on screen from the script. Sour and thin means too coarse, bitter and dry means too fine.
Launch week plan: Acme Planner
Here's the plan. It runs from Tuesday 27 October to Thursday 5 November. The offer ends on Monday 9 November, which is after that window, so that day gets its own rows at the end
The table uses two names for the cofounders. Product runs product and support. Marketing runs marketing and the community.
Timing notes
Qu
September 2026
55
Total #
| Date | Supplier | What it was for |
|---|---|---|
| 2 Sep | Design software company | Pro plan, monthly |
| 5 Sep | Rail company | Return ticket, city centre |
| 9 Sep | Cloud storage company | 2 TB plan, annual renewal |
| 12 Sep | Restaurant booking site (harbour bistro) | Lunch for 2, tip included |
| 12 Sep | Restaurant booking site (harbour bistro) | Lunch for 2, tip included |
| 18 Sep | Office supplies shop | Printer paper (5 reams), ink cartridges |
| 20 Sep | Stock photo site | Image pack, 10 downloads |
| 24 Sep | Office supplies shop | Refund: ink cartridges, wrong model |
Picking up the subscriptions idea
Acme Studio
to Northwind Coffee
Hi [ask: contact's first name],
Your bean shop has been live for almost a year now. Last year you suggested we talk about subscriptions after Christmas, and that conversation never happened.
With Christmas coming round again, it feels like the right moment to pick it up. We can sketch how subscriptions could work in the shop you
Are subs
We post less now, and we hear back more
Acme Studio
to Your subscribers
Fewer posts, more replies
On Tuesday we asked on LinkedIn how you plan your content: day by day, or in batches.
For a year we posted every single day. By the end, nobody on the team wanted to open the content calendar.
The posts got worse, not better. We were making content to fill a slot, not because we had something to say.

Welcome to Acme Creative
What happens next
What we are doing together
A small shop on your current site, selling your beans by the bag through the Square account you already use. Live before your December rush.
How we work

Say the point first
acmestudio
Before every answer on camera, we say the point in one sentence. Then we explain it. That sentence can be lifted straight out as a post. And if we can't get the idea into one sentence, it isn't ready yet, so we park it until next month. Save this for the next time you record.
Business profile: Northwind Coffee
The business
Re: Website enquiry
DraftYour business
to A bakery
Hi,
Thanks for getting in touch, and please thank your friend at Northwind Coffee for me.
On timing: the middle of November should be possible if we keep the first version to cake preorders and start soon, so it is live and tested before the
On cost: it depends on a few details, so I will send a quote after a short call.
Acme Planner landing page: teardown and rewrite
You've given me everything I need: the copy, who it's for, the one action and proof you're allowed to use. Here's the teardown.
The five second test
Only what shows before scrolling: the headline, the subheadline and the buttons.
| Question | What the words say | Mark |
|---|---|---|
| What is it? | "the all-in-one AI-powered productivity platform". That could be a planner, a notes app or a chat tool. Only the product name hints at planning. | Vague |
| Who is it for? | "modern teams". Every team thinks it's modern. Nothing says 2 to 10 people or a shared calendar. | Vague |
| Why should I care? | "Plan smarter. Work better. Achieve more." No problem named and no result a visitor | |
Launch announcement pack: Acme Planner
Waitlist page, launch email, X thread, LinkedIn post and Product Hunt listing
Here's your launch pack. It uses only the facts, numbers and quotes in your brief, and I've checked each piece against its limit.
1. Waitlist page
Headline (9 words)
Your to-do list, planned into the hours you have
Subheadline (22 words)
Acme Planner reads your team's calendar and to-do list on Sunday evening and plans the week around the meetings everyone already has.
Benefits
Button
Join the waitlist
Morning brief, Tuesday 13 October (dry run)
Here's your dry run brief for Tuesday 13 October. Nothing is saved anywhere; the drafts are at the bottom for you to check.
Check before you act
Three things that need you today
Subscriptions, photos and the About page
DraftYour business
to Northwind Coffee
Hi [name],
Thank you for these ideas, and I'm so glad the team loves the layout.
The shop is on track: you'll have it on a test link in Week 2, and it goes live on your site in Week 3.
All three sit outside the shop we planned together, so here is what each would take:

Why Google skips the beans page, and the fixes
Ten fixes, most important first
Verdict: the page tells Google to leave it out of search results. The line <meta name="robots" content="noindex, nofollow"> does that on its own, whatever else is on the
I checked the page source you pasted against your three searches: "fresh roasted coffee beans", "buy coffee beans online" and "coffee beans Harbour Street". Here is what to fix,
Fixes, most important first
1. Delete the line that hides the page from Google
Impact: High · Time: 2 minutes
<meta name="robots" content="noindex, nofollow">.Acme Studio
Lighting does not have to be complicated.
Many creators think they need expensive gear to look professional. They do not. Last month we helped Northwind Coffee shoot their entire product range. The only lighting we used: → one desk lamp as the light → one sheet of white card as the reflector The photos looked professional. A
Publishing details for the pour-over video
Three titles, a description and chapters from the transcript
1. Titles
Five pour-over mistakes and a recipe you can repeat (51 characters) Plain: the five mistakes plus the recipe at the end.
Your brew time tells you how your pour-over will taste (54 characters) Surprising point: the timer tells you the taste before you sip (03:31).
Measuring pour-over with a scoop? Use a scale instead (53 characters) Mistake one: the scoop, which the video says fixed more cups than any other change.
2. Description
Pour-over tasting sour or hollow at home? It usually comes down to one of five mistakes.
We fix them one at a time and finish with a recipe you can repeat every morning.
We cover weighing your coffee instead of

0:08Opens on the title Acme Planner and the line Your day, your goals, all in one place, above a phone on a light oak desk in soft daylight. The title fades as the camera pushes in and the calendar on the phone scrolls through a day of tasks. No people.




Invoices 2026
$12,640
Total amount
| Client | Amount | Next step |
|---|---|---|
| Northwind Coffee | $1,200 | |
| Brightpath Consulting | $2,400 | Final reminder today |
| A dental clinic | $975 | |
| Acme Planner | $1,500 | Second reminder today |
| A bakery | $420 | |
| Northwind Coffee | $850 | First reminder today |
| Northwind Coffee | $600 | First reminder today |
| A local gym | $300 | Wait until day 7 |
Proposal: an online bean shop for Northwind Coffee
1. What you told us
2. What we will do
We will add a bean shop to your current site, so customers can order and pay for beans online.