Example · no profile
---
standard: brandbook.md
spec_version: "0.1"
brand:
name: Lumen Coffee Roasters
slug: lumen-coffee
owner: Lumen Coffee Roasters LLC
category: "Specialty coffee beans"
markets: [US]
languages: [en]
default_language: en
maintainer: hello@lumencoffee.example
version: "1.0.0"
last_validated: 2026-07-08
review_cycle: P6M
confidentiality: public
files:
- path: audience/personas.md
type: persona
summary: "Three buyer personas: needs, buying triggers, message guidance"
- path: voice/voice.md
type: voice
summary: "Sage-archetype voice: principles and do/don't examples"
---Lumen Coffee Roasters: BRANDBOOK.md
Reference example for the brandbook.md standard. Lumen is a fictional brand. This package declares no profile: it works with buyer personas and a brand archetype — a framework the structural standard accommodates as readily as any other.
The Brand in One Paragraph#
Lumen roasts single-origin specialty coffee for people brewing at home, sold on transparency: every bag names the farm, the elevation, the varietal, and the roast date. We are the patient teacher of the home-brewing journey — never the gatekeeper. If a customer brews our coffee in a ten-year-old drip machine, that is a customer, not a problem.
Personas#
We write and design for three personas; full definitions with buying triggers and message guidance: audience/personas.md.
| Persona | In one line |
|---|---|
| The Ritual Builder | Weekday home brewer upgrading from supermarket beans; wants repeatable quality without ceremony. |
| The Curious Upgrader | Owns a grinder, watches brewing videos; wants to taste the difference and learn why. |
| The Gift Giver | Buys for a coffee lover, not for themselves; needs confidence and presentation, not jargon. |
Voice & Personality#
Lumen speaks as the Sage archetype: calm, precise, generous with knowledge, never superior. Full voice rules with do/don’t examples: voice/voice.md.
Anchor Rules#
- AR-01. Every bag and product page names farm, elevation, varietal, and roast date; no exceptions, no “blend of fine origins” hedges. Rationale: transparency is the brand; one vague label breaks it everywhere.
- AR-02. Never mock or gatekeep a customer’s equipment or taste; brewing advice is offered, not prescribed. Rationale: the patient-teacher personality dies the first time we sneer.
- AR-03. No health or productivity claims about coffee. Rationale: legal risk, and the Sage does not oversell.
File Index#
| File | Type | Contents |
|---|---|---|
| audience/personas.md | persona | Three buyer personas: needs, buying triggers, message guidance |
| voice/voice.md | voice | Sage-archetype voice: principles and do/don’t examples |
Our founding story and roasting philosophy live in context/story.md — for human readers; agents load context/ only on request.