Brand identity, café design and a website with online billing.
A proposal prepared for M.SH Cafe.
A short opening note.
Thank you for the opportunity to work with you. Ardena is a design and digital studio: we create brand identities, design spaces and menus, and build the websites that bring them online. This proposal sets out how we will give M.SH Cafe one cohesive presence, carried consistently from your logo all the way through to your live site.
One café, one clear identity.
You want M.SH Cafe to feel considered and memorable from the very first glance — a distinctive brand, a welcoming space, and an easy way for customers to order and pay online. Right now those pieces don’t yet exist as a single, joined-up whole.
The real value in working with one studio is coherence. Instead of a logo from one place, signage from another and a website from somewhere else, you get a single creative direction applied everywhere:
- a brand that makes M.SH instantly recognisable;
- a space — frontage, signage, layout and menu — that carries that brand into the café;
- a website with online billing, so customers can order and pay without friction.
Everything below is built to feel unmistakably like M.SH, and to stay that way as you grow.
Four connected pieces of work.
The engagement is delivered as one project in four parts, which map directly to the phases and the investment set out later.
01Brand identity
- A primary logo, developed to completion and supplied in full-colour, single-colour and reversed variations, with horizontal and stacked lock-ups as appropriate.
- A brand book covering approved logo usage, colour palette, typography, clear-space and spacing rules, and tone-of-voice guidance — so the brand is applied consistently everywhere it appears.
02Café & environment
- Design concepts for the primary exterior and key interior signage.
- A design concept and visual for the café frontage / façade, applying the brand identity.
- A proposed interior layout concept showing the key zones — counter, seating and service flow — as a visual design guide.
- A print-ready menu design in an agreed format and size.
These are design concepts, visuals and layout guidance — not architectural, structural or engineering drawings. Manufacture, fit-out, installation and any statutory approvals sit with you or your contractors.
03Website & online billing
- Design and development of a website for the café, built on the brand identity and responsive across common devices and screen sizes.
- Online billing / ordering, enabled by integrating the website with your existing application or a suitable third-party platform we select and agree together.
A fully custom-built application, should you want one instead of an integration, sits outside this proposal and would be scoped and quoted separately.
04Support & hosting
- Three months of support from go-live, at no additional charge, covering minor issues, small content edits and routine website maintenance.
- Reliable managed hosting for the website at £20 per month, billed monthly from go-live (see investment).
To keep this engagement focused and fairly priced, a few things sit outside it — structural and building works, architectural or engineering drawings and approvals, bespoke app development beyond integration, copywriting, photography and video, ongoing marketing or SEO, and any licensed fonts, stock imagery or payment-gateway fees. We’re very happy to quote any of these separately.
Why one studio.
Bringing brand, space and website together under one roof gives you a better result on the things that matter:
— 01One team, brand to launch
We design the brand and build the website in-house, so your logo, your space and your site all speak with a single voice.
— 02Built for consistency
Everything is created to be recognisably yours, and the brand book means it stays that way as new material is added over time.
— 03Transparent by design
Clear phases, a fixed price, defined revision rounds and honest scope — no surprises along the way.
— 04We stay with you
Three months of support after go-live and reliable managed hosting, so launch day is a beginning rather than the end.
Each design deliverable includes up to two rounds of revisions within the agreed creative direction, so there is room to refine and get it right together.
An indicative shape.
We deliver in three focused phases, each ending in your review and sign-off before we move on. The timings below are indicative and confirmed together at kick-off; they assume prompt content, feedback and approvals from your side.
Everything in one place.
The complete engagement — brand, café design, and website with online billing — is a single fixed fee. Hosting is separate and optional. All figures are in GBP.
project plus twelve months hosting
The £1,000 project fee covers all of the work in the scope above and is payable in two instalments (see below). Hosting is billed monthly and can be cancelled at any time on 30 days’ notice. Amounts are exclusive of VAT where applicable.
Plain terms.
The project fee is GBP 1,000, payable in two equal instalments: GBP 500 upfront on signing, before work begins (a deposit), and GBP 500 on completion, once the website is delivered and the work is complete. Website hosting is GBP 20 per month, billed monthly in advance from go-live, on a rolling basis. Invoices are payable within seven days; the deposit is non-refundable once work has commenced. This proposal reflects the terms set out in our service agreement, reference ARD-MSH-2026-01.
What happens next.
This scope reflects our current understanding of what you need. We would be glad to accommodate any additional or specific requirements and to update the proposal accordingly — if there is anything you would like us to add or amend, just let us know. To move forward, the next steps are straightforward:
- Confirm you are happy with the scope and investment set out here.
- Sign the accompanying service agreement (reference ARD-MSH-2026-01).
- Settle the GBP 500 deposit — this secures your place in our schedule.
- Kick-off — we agree the schedule together and begin Phase 1.
Once we have those, we will share a short kick-off plan and get started. We would love to make M.SH Cafe unforgettable, and we are happy to discuss any aspect of this proposal at your convenience.
Let's make M.SH Cafe unforgettable.
Amitash.
Founder, Ardena · amitash@ardenatech.com