Sprint 4 · Image Direction Brief Midjourney v7 · Sora · Kittl 22 · 05 · 2026

The Image
Direction

A complete prompt library for the photography, video, and graphic identity of Estancia Cafetera.

ToolsMidjourney v7
Sora · Runway · Kling
Kittl · Affinity
Output~40 hero images
8 video clips
12 graphic mockups
Use casesFramer site
Guest portal
Social · print
BrandEstancia Cafetera
Tepoztlán, Morelos
v4 system
01 — The Direction

Matter, not moment.

Every image, every video, every graphic must answer one question: does this feel observed, or does this feel produced? The brand only ships the first.

Light is a character

Single-source natural light. The hour before sunrise, the hour after. Long shadows. Specular highlights on stone, ceramic, copper. No flash, no fill, no HDR. If the room is dim, photograph the dimness.

Texture in the foreground

The closest thing to camera must show material truth — chisel marks on stone, throwing rings on ceramic, slubs on linen, crema on coffee. Never airbrushed, never staged.

People through hands

Show the work, not the face. Barista hands tamping. Farmer hands sorting cherries. Cook hands kneading. Guest hands holding a cup. Faces only in candid, observed moments — never to camera.

02 — The Shot List

Every image the brand needs.

Organized by surface use case. Forty hero images across eight categories. Generate in this order — landscape first to establish mood, lifestyle last because it depends on everything else.

/ Category 01 · 06 shots

Landscape & mood

  • Tepoztlán volcanic horizon at dawn, mist in valley
  • Coffee field rows, low side light, no people
  • Mist rolling over highland field, ground-level
  • Stone path through coffee plants, morning shadow
  • Single coffee plant detail, dew on leaves
  • Volcanic stone wall, raking afternoon light
/ Category 02 · 06 shots

Architecture & interiors

  • Wooden hacienda door, hand-forged hinges, side light
  • Stone courtyard at golden hour, no people
  • Dark wood corridor with single window light
  • Room interior — bed, linen, stone wall, morning light
  • Stone bath detail, copper fixture, water beading
  • Wood-burning hearth, ash still settling, low light
/ Category 03 · 06 shots

Coffee experience

  • Hands sorting coffee cherries on wooden table
  • Drying patio at midday, beans in geometric rows
  • Hand-thrown ceramic cup, café de olla steaming
  • Barista hands tamping espresso, copper portafilter
  • Coffee bag with hand-stamped label on dark wood
  • Cupping spoon, three cups, ceramic counter
/ Category 04 · 06 shots

Culinary & Mexican plates

  • Huevos a la cazuela, clay pot, morning light from left
  • Conchas and café de olla on dark wood, two place settings
  • Yogurt de cabra with honey, hand-thrown bowl, side light
  • Tortillas being pressed by hand, comal in background
  • Mole detail in ceramic bowl, single spoon, deep shadow
  • Breakfast table setting, two chairs, morning courtyard
/ Category 05 · 04 shots

Drinks

  • Mezcal in clay copita, salt and orange beside, candlelit
  • Agua fresca in ceramic pitcher, dappled afternoon light
  • Herbal infusion in glass, herbs floating, low light
  • Café de olla in clay mug, cinnamon stick, steam rising
/ Category 06 · 04 shots

Lifestyle & slow moments

  • Empty hammock in shaded courtyard, book left open
  • Pool surface at golden hour, no swimmer, towel on stone edge
  • Linen-wrapped legs reading on stone steps, no face
  • Open journal on wooden table, pen, half-finished coffee
/ Category 07 · 04 shots

Material details

  • Copper kitchen pan hanging, patina visible
  • Slubbed linen folded on stone shelf
  • Hand-thrown ceramic stack, throwing rings catching light
  • Wooden key fob with stamped room number, leather cord
/ Category 08 · 04 shots

People through work

  • Farmer's hands holding coffee cherries, no face
  • Cook's hands kneading masa, flour on forearm
  • Gardener's hand on coffee plant, pruning shears
  • Two figures walking distant path through field, backs to camera
03 — Master Template

One structure. Forty prompts.

The locked Midjourney v7 prompt structure. Every shot in Section 02 fills these tokens. Never deviate from the camera, palette, or negative blocks — those are what keep the library consistent.

/* MASTER PROMPT — Midjourney v7 syntax */

[SUBJECT]      → filled per shot · see Section 04

[LIGHT]        morning side light from left, raking, long shadows, 7am,
                window light, soft falloff, single light source, no fill

[COMPOSITION]  off-center subject, generous negative space,
                rule-of-thirds, low camera angle, asymmetric framing

[MATERIAL]     hand-thrown stoneware, dark wood, copper patina,
                slubbed natural linen, volcanic stone, visible texture,
                lived-in, unpolished, hand-touched

[PALETTE]      warm terracotta and deep brown earth tones,
                ash white linen, copper accent, deep green foliage,
                muted color, no saturation, no neon, no bright primaries

[CAMERA]       medium format film photography, Mamiya 7,
                Kodak Portra 400, slight grain, shallow depth of field,
                f/2.8, soft focus falloff

[MOOD]         quiet, observed, intimate, candid documentary,
                no performance, no posing, morning silence

[NEGATIVE]     --no people facing camera, smiling, logos, signage,
                modern technology, plastic, neon, HDR, drone view,
                wide grin, stock photography, tourist

[FLAGS]        --ar 4:5 /* portrait · default · for web hero */
              --style raw /* less MJ stylization, more photographic */
              --stylize 200 /* low-to-mid styling, prevents over-rendering */
              --v 7
— Aspect ratios by use

--ar 4:5 for Framer hero portraits, social verticals. --ar 3:2 for Framer wide blocks, room galleries. --ar 16:9 for video stills, header bars. --ar 1:1 for Instagram grid, thumbnail tiles.

— Stylize discipline

--stylize 200 is the default. Going higher (400+) makes Midjourney add invented details — fake plants, ornamental serving ware, decorative kitsch. The brand fails. Never above 250.

04 — Ready Prompts

Forty prompts. Copy. Paste. Generate.

Each prompt is complete and production-ready. Paste directly into Midjourney v7. No editing required.

/ Group 01 · Landscape & Mood

Landscape & mood

01 · Tepoztlán dawnEC-LS-01
Tepoztlán volcanic mountains at dawn, low mist in the valley, single-source morning light from camera right, long shadows across the ridgeline, deep earth tones, terracotta and muted green, no people, no buildings, medium format film, Mamiya 7, Kodak Portra 400, slight grain, soft focus falloff, quiet documentary atmosphere --ar 16:9 --style raw --stylize 200 --v 7
02 · Coffee rows, low lightEC-LS-02
Rows of coffee plants on a hillside, photographed in the hour before sunrise, side light from left, long ground shadows between rows, no people, no machinery, deep green foliage and terracotta earth, medium format film, Mamiya 7, Kodak Portra 400, slight grain, shallow depth of field --ar 3:2 --style raw --stylize 200 --v 7
03 · Mist over fieldEC-LS-03
Highland field with low rolling mist, ground-level perspective, single-source dawn light, pale grey-green palette with warm earth foreground, no people, no animals, negative space dominant, atmospheric and quiet, medium format film, Hasselblad, Kodak Portra 400, soft grain --ar 16:9 --style raw --stylize 200 --v 7
04 · Stone pathEC-LS-04
Worn stone path through a coffee plantation, raking morning light from camera left casting long shadows, hand-laid volcanic stones, muted earth palette with deep green foliage on either side, no people, medium format film, slight grain, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
05 · Coffee plant detailEC-LS-05
Macro detail of a single coffee plant branch with red cherries and dew, side light from left, shallow depth of field with deep green foliage out of focus behind, no hands, no people, hyper-natural color, medium format film, Portra 400, slight grain --ar 4:5 --style raw --stylize 200 --v 7
06 · Volcanic stone wallEC-LS-06
Hand-built volcanic stone wall, raking afternoon light from camera right, deep textured shadows in every crevice, no people, no signage, warm dark stone palette, medium format film, Mamiya 7, Kodak Portra 400, sharp foreground texture, soft background falloff --ar 3:2 --style raw --stylize 200 --v 7
/ Group 02 · Architecture & Interiors

Architecture & interiors

07 · Hacienda doorEC-AR-01
Aged wooden hacienda door with hand-forged iron hinges, side light from camera left grazing the grain, deep brown wood and dark iron, no people, no logos, visible patina and chisel marks, medium format film, Mamiya 7, Kodak Portra 400, slight grain --ar 4:5 --style raw --stylize 200 --v 7
08 · Stone courtyard, golden hourEC-AR-02
Empty Mexican hacienda courtyard with volcanic stone floor, golden hour side light casting long shadows from a single column, deep earth palette, terracotta walls and dark wood, no people, no furniture out of place, medium format film, Hasselblad, Portra 400, soft grain --ar 3:2 --style raw --stylize 200 --v 7
09 · Dark wood corridorEC-AR-03
Long dark wood corridor with a single window at the far end, dramatic single-source side light from the window, deep brown wood walls and ceiling beams, terracotta floor tiles, no people, atmospheric depth, medium format film, Mamiya 7, Portra 400, slight grain, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
10 · Room interior, morningEC-AR-04
Boutique hotel room interior in a Mexican hacienda, ash-white linen bed with slubbed natural texture, volcanic stone wall behind, single-source morning light from camera left, dark wood floor and beams, no people, no clutter, no modern technology visible, medium format film, Portra 400, slight grain --ar 3:2 --style raw --stylize 200 --v 7
11 · Stone bath, copperEC-AR-05
Stone bath detail with hand-hammered copper fixture, water beading on stone, side light from camera right, deep earth palette with copper accent, no people, no products visible, medium format film, Hasselblad, Portra 400, sharp foreground texture --ar 4:5 --style raw --stylize 200 --v 7
12 · Wood-burning hearthEC-AR-06
Stone hearth with ash still settling from a recent fire, single ember glowing, low ambient light from a single window at upper right, deep shadow palette with ember warmth, no people, no decorative objects, medium format film, Mamiya 7, Portra 400, atmospheric grain --ar 4:5 --style raw --stylize 200 --v 7
/ Group 03 · Coffee Experience

Coffee experience

13 · Hands sorting cherriesEC-CF-01
Weathered farmer hands sorting red coffee cherries on a wooden table, no face visible, side light from camera left, dark wood surface and deep red cherries, no logos, no jewelry, candid observed moment, medium format film, Mamiya 7, Portra 400, slight grain, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
14 · Drying patioEC-CF-02
Coffee drying patio at midday with beans arranged in geometric rows, single elevated viewpoint, hard overhead light creating sharp pattern shadows, no people, terracotta and warm earth palette, medium format film, Hasselblad, Portra 400, slight grain --ar 3:2 --style raw --stylize 200 --v 7
15 · Café de olla, steamingEC-CF-03
Hand-thrown ceramic mug of café de olla, gentle steam rising, cinnamon stick visible, side light from camera left, dark wood table, deep brown and terracotta palette, no hands, no people, intimate still life, medium format film, Mamiya 7, Portra 400, soft focus falloff --ar 4:5 --style raw --stylize 200 --v 7
16 · Barista tampingEC-CF-04
Barista hands tamping espresso in a hand-hammered copper portafilter, no face visible, side light from camera left, dark wood counter, copper and dark palette, focused intimate moment, candid not posed, medium format film, Portra 400, slight grain, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
17 · Coffee bag, stampedEC-CF-05
Natural canvas coffee bag with hand-stamped dark label, no readable text, resting on dark wood, side light from camera right, slight wear and patina, deep earth palette, no hands visible, still life composition, medium format film, Hasselblad, Portra 400, sharp texture --ar 4:5 --style raw --stylize 200 --v 7
18 · Cupping setupEC-CF-06
Three hand-thrown ceramic cupping cups in a row, single cupping spoon resting on the rim of one, side light from camera left, dark wood counter, no people, no labels visible, intimate documentary still life, medium format film, Mamiya 7, Portra 400, slight grain --ar 3:2 --style raw --stylize 200 --v 7
/ Group 04 · Culinary & Mexican Plates

Culinary & Mexican plates

19 · Huevos a la cazuelaEC-CL-01
Huevos a la cazuela in a clay cazuela pot, eggs nested in chorizo and tomato, side light from camera left, dark wood table, deep red and warm earth palette, no hands, no garnish, honest plating, medium format film, Mamiya 7, Portra 400, slight grain, top-down at 30 degree angle --ar 4:5 --style raw --stylize 200 --v 7
20 · Conchas & café de ollaEC-CL-02
Two conchas on a hand-thrown ceramic plate next to a steaming clay mug of café de olla, dark wood table, side light from camera left, warm sugar tones and deep brown palette, no hands, intimate breakfast still life, medium format film, Portra 400, slight grain --ar 3:2 --style raw --stylize 200 --v 7
21 · Yogurt de cabra, mielEC-CL-03
Goat milk yogurt in a hand-thrown ceramic bowl with a drizzle of dark honey, side light from camera left, dark wood surface, ash-white yogurt and amber honey, no hands, simple intimate composition, medium format film, Mamiya 7, Portra 400, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
22 · Tortillas, hand-pressedEC-CL-04
Hands pressing fresh masa tortillas, comal heating in background out of focus, no face visible, side light from camera left, deep earth and warm cream palette, candid documentary moment, medium format film, Mamiya 7, Portra 400, slight grain, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
23 · Mole in ceramic bowlEC-CL-05
Dark mole in a hand-thrown ceramic bowl, single wooden spoon resting inside, side light from camera left creating deep shadow on the far side, dark wood table, deep brown and burnt sienna palette, no hands, intimate still life, medium format film, Hasselblad, Portra 400 --ar 4:5 --style raw --stylize 200 --v 7
24 · Breakfast table, courtyardEC-CL-06
Two-person breakfast table setting in a Mexican hacienda courtyard, hand-thrown ceramics and linen napkins, single-source morning light from camera left, two empty chairs, no people present, observed quiet moment before service, medium format film, Mamiya 7, Portra 400, slight grain --ar 3:2 --style raw --stylize 200 --v 7
/ Group 05 · Drinks

Drinks

25 · Mezcal, candlelitEC-DR-01
Mezcal in a clay copita with sal de gusano and orange slice beside it, candlelit ambient light from camera right, dark wood table, deep amber and ember palette, no hands, intimate evening still life, medium format film, Mamiya 7, Portra 400, slight grain, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
26 · Agua fresca, dappled lightEC-DR-02
Hand-thrown ceramic pitcher of agua fresca in dappled afternoon courtyard light, deep red color visible through the pitcher rim, no hands, no people, terracotta and dark earth surroundings, medium format film, Hasselblad, Portra 400, slight grain --ar 4:5 --style raw --stylize 200 --v 7
27 · Herbal infusionEC-DR-03
Glass cup of herbal infusion with floating herbs, side light from camera left, dark wood surface, pale amber liquid against deep brown background, no hands, intimate still life, medium format film, Mamiya 7, Portra 400, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
28 · Café de olla, steamEC-DR-04
Clay mug of café de olla with a cinnamon stick, gentle steam rising, side light from camera left, dark wood table, deep brown and terracotta palette, no hands, no garnish, observed moment, medium format film, Mamiya 7, Portra 400, slight grain --ar 4:5 --style raw --stylize 200 --v 7
/ Group 06 · Lifestyle

Lifestyle & slow moments

29 · Empty hammock, bookEC-LF-01
Empty linen hammock in a shaded Mexican courtyard, open book resting on the fabric, dappled afternoon light filtering through palms, no people, deep earth and ash-white palette, observed quiet moment, medium format film, Mamiya 7, Portra 400, slight grain --ar 3:2 --style raw --stylize 200 --v 7
30 · Pool, golden hourEC-LF-02
Pool surface at golden hour with reflections of surrounding stone, single rolled linen towel on the stone edge, no swimmer, no people, deep amber light and stone palette, intimate observed atmosphere, medium format film, Hasselblad, Portra 400, slight grain, shallow depth of field --ar 3:2 --style raw --stylize 200 --v 7
31 · Reading on stepsEC-LF-03
Person sitting on stone steps reading a book, frame cropped to show only linen-wrapped legs and hands holding the book, no face visible, side light from camera left, deep earth tones with ash linen, candid observed moment, medium format film, Mamiya 7, Portra 400, slight grain --ar 4:5 --style raw --stylize 200 --v 7
32 · Open journal, coffeeEC-LF-04
Open leather journal on a dark wood table, fountain pen resting in the spine, half-finished ceramic cup of coffee beside, side light from camera left, deep brown palette with cream paper, no hands, no people, observed still life, medium format film, Mamiya 7, Portra 400, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
/ Group 07 · Material Details

Material details

33 · Hanging copper panEC-MD-01
Hand-hammered copper kitchen pan hanging from a dark wood beam, deep patina visible, side light from camera right, ash-white wall background, intimate detail composition, no hands, no people, medium format film, Mamiya 7, Portra 400, sharp foreground texture, soft background --ar 4:5 --style raw --stylize 200 --v 7
34 · Folded linenEC-MD-02
Stack of folded slubbed natural linen on a stone shelf, side light from camera left grazing the texture, ash-white and natural cream palette, no hands, no people, intimate still life, medium format film, Hasselblad, Portra 400, sharp foreground texture --ar 4:5 --style raw --stylize 200 --v 7
35 · Ceramic stackEC-MD-03
Stack of three hand-thrown ceramic plates with visible throwing rings catching side light from camera left, dark wood surface, deep earth and cream palette, no hands, intimate detail composition, medium format film, Mamiya 7, Portra 400, sharp foreground texture --ar 4:5 --style raw --stylize 200 --v 7
36 · Wooden key fobEC-MD-04
Wooden key fob with a hand-stamped number on a leather cord, resting on dark wood, side light from camera left, deep brown and terracotta palette, no hands, no logos, intimate object still life, medium format film, Hasselblad, Portra 400, slight grain, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
/ Group 08 · People Through Work

People through work

37 · Farmer's hands, cherriesEC-PW-01
Weathered farmer hands cupped holding fresh red coffee cherries, no face visible, side light from camera left, deep red cherries against ash-brown skin and dark earth background, candid documentary, medium format film, Mamiya 7, Portra 400, slight grain, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
38 · Cook kneading masaEC-PW-02
Cook hands kneading masa dough on a wooden surface, masa flour dusting the forearm, no face visible, side light from camera left, warm cream and dark wood palette, candid observed work moment, medium format film, Mamiya 7, Portra 400, slight grain --ar 4:5 --style raw --stylize 200 --v 7
39 · Gardener pruningEC-PW-03
Gardener hand resting on a coffee plant, hand-forged pruning shears in the other hand, no face visible, dappled morning light, deep green foliage and ash-brown skin, candid observed moment, medium format film, Hasselblad, Portra 400, shallow depth of field --ar 4:5 --style raw --stylize 200 --v 7
40 · Two figures walkingEC-PW-04
Two distant figures walking a stone path through a coffee field, backs to camera, late afternoon side light, long shadows trailing, deep green and terracotta palette, observed cinematic distance, no faces visible, medium format film, Mamiya 7, Portra 400, slight grain --ar 16:9 --style raw --stylize 200 --v 7
05 — Video Prompts

Eight clips. Sora, Runway, Kling.

Short atmospheric loops for hero motion, social, and the website's first scroll. Each clip 4–8 seconds. Camera movement is minimal: slow push, slow tilt, or static observation.

01 · Mist rolling over coffee field

Use: Framer homepage hero loop
Duration: 6 seconds
Camera: Static, no movement
Aspect: 16:9

The first thing a guest sees on the website. The land breathes before the brand speaks.

A coffee plantation in the volcanic highlands of Tepoztlán Mexico at dawn. Low mist slowly drifts left to right across rows of coffee plants. Single-source morning light from camera right creates long ground shadows. Static camera, no zoom, no pan. Cinematic medium format film aesthetic, slight grain, deep earth and muted green palette, observed documentary atmosphere, 6 seconds, no people, no animals

02 · Steam rising from clay mug

Use: Coffee section transition
Duration: 5 seconds
Camera: Static, hyper-tight
Aspect: 4:5

For the coffee experience section, social reels, the moment of arrival in a hotel room.

Extreme close-up of a hand-thrown ceramic mug of café de olla, gentle steam slowly rising and curling. Side light from camera left. Dark wood surface, deep brown and terracotta palette. Static camera, intimate observed moment. Cinematic medium format film aesthetic, slight grain, shallow depth of field, 5 seconds, no hands, no people

03 · Hands sorting cherries

Use: "Meet the farmers" section
Duration: 8 seconds
Camera: Static observation
Aspect: 4:5 or 9:16

For the page that introduces the coffee pilgrimage. Slow, intentional, no narration needed.

Weathered farmer hands sorting fresh red coffee cherries on a dark wood table. No face visible. Hands move slowly and deliberately, separating ripe from unripe. Side light from camera left. Cinematic medium format film aesthetic, slight grain, deep red cherries against ash-brown skin, candid documentary observation, 8 seconds

04 · Pool surface, golden hour

Use: Lifestyle / amenities loop
Duration: 6 seconds
Camera: Slow push-in
Aspect: 16:9

The "slow living" promise. Empty water at the magic hour speaks louder than a swimmer ever could.

Pool surface at golden hour reflecting surrounding stone and sky. Subtle water ripples. Slow push-in toward a single rolled linen towel on the stone edge. Deep amber light, warm earth palette. Cinematic medium format film aesthetic, slight grain, 6 seconds, no swimmer, no people

05 · Candle flicker, mezcal

Use: Evening / dinner section
Duration: 5 seconds
Camera: Static
Aspect: 4:5

For the restaurant section. The evening mood, the mezcal ritual.

Clay copita of mezcal with sal de gusano and orange beside it. A single candle flame flickers gently from camera right, casting moving warm light across the still composition. Dark wood table, deep amber palette. Static camera. Cinematic medium format film aesthetic, slight grain, 5 seconds, no hands, no people

06 · Wooden door opening

Use: Room reveal / arrival
Duration: 7 seconds
Camera: Static, door is the motion
Aspect: 4:5

For the room page. The first moment of arrival in a private space.

An aged wooden hacienda door with hand-forged iron hinges slowly opens, revealing a softly-lit room interior beyond with ash-white linen bed and stone walls. Side light spills out as the door opens. Static camera, the door is the only motion. Cinematic medium format film aesthetic, slight grain, deep brown and warm cream palette, 7 seconds, no people

07 · Espresso pour, copper

Use: Coffee bar / café section
Duration: 5 seconds
Camera: Static
Aspect: 4:5

For the in-house café content. The craft made visible.

Espresso pouring slowly from a hand-hammered copper portafilter into a small hand-thrown ceramic cup. Crema forming on the surface. Side light from camera left. Dark wood counter, copper and deep brown palette. Static camera. Cinematic medium format film aesthetic, slight grain, 5 seconds, no hands visible in frame

08 · Two figures walking field

Use: Closing scene / about page
Duration: 8 seconds
Camera: Static wide
Aspect: 16:9

For the about / philosophy page closing. The land continues without us.

Two distant figures walking slowly along a stone path through a coffee field, backs to camera, never turning. Late afternoon side light, long shadows trailing behind them. Static wide camera. Cinematic medium format film aesthetic, deep green and terracotta palette, slight grain, observed cinematic distance, 8 seconds, no faces visible
06 — Graphic Prompts

Twelve graphics. Kittl, Affinity.

Brand graphics that live alongside the photography — signage, packaging, stamps, seals. Not photographic. Drawn, engraved, stamped. The Archivo Black wordmark lineage carries here.

01 · Coffee bag label, hand-stamped
Output500×700px vector
Print + digital
Vintage coffee bag label design, hand-stamped letterpress aesthetic, "ESTANCIA CAFETERA" in chunky condensed sans serif at top, "Café de altura — Tepoztlán, Morelos" centered below in serif italic, "Established 1924" stamp at bottom, ink-bleed texture, deep brown ink on natural canvas background, no decorative ornaments, restrained typographic layout
02 · Room key fob — wooden, stamped
Output200×80mm mockup
Production spec
Wooden key fob mockup, dark stained wood rectangle 60×40mm, single large numeral "04" stamped in deep ink at center using chunky geometric sans serif, "Casa Higuera" engraved below in small caps, leather cord through hole at top, hand-stamped imperfect inking
03 · Entrance signage, cast iron
Output800×400mm mockup
Fabrication ref
Cast iron entrance signage mockup mounted on aged volcanic stone wall, "ESTANCIA CAFETERA" in chunky condensed geometric sans serif, single line, no ornament, surface patina visible, raking afternoon light from camera left, no logos or decorative elements, hand-cast imperfect edges
04 · Menu cover, letterpressed
OutputA5 print spec
Cardstock mockup
Letterpressed menu cover on heavyweight natural cardstock, "DESAYUNO" in chunky geometric sans serif at top center with ink-bleed texture, copper foil hairline divider below, single italic line "— Tepoztlán, Morelos —" centered, generous negative space, deep ink impression visible
05 · Coffee bag stamp, circular
Output200×200px stamp
Reusable seal
Circular hand-stamped seal design, outer ring "ESTANCIA CAFETERA · TEPOZTLÁN · MORELOS" in small caps mono spacing, center single coffee cherry or volcanic mountain icon, deep ink-bleed texture on natural cream background, no decorative borders, restrained traditional Mexican estate seal aesthetic
06 · Wayfinding signage system
Output3-piece spec sheet
Production ready
Three-piece wayfinding signage spec: directional arrow plate, room number plate, restaurant plate. All in dark cast iron with deep-stamped chunky geometric sans serif, mounted on volcanic stone walls. No icons except minimal directional arrows. "RESTAURANTE", "RECEPCIÓN", "HABITACIONES 01–10" — Spanish only, no English duplication
07 · Leave-behind card
Output4×6" letterpress
Production spec
Letterpressed thank-you card on heavyweight natural cardstock, "Gracias por la visita." centered in serif italic, ESTANCIA CAFETERA wordmark stamped at bottom in chunky geometric sans serif with ink-bleed texture, single copper foil hairline above signature, generous negative space, deep impression visible
08 · Coffee origin map, drawn
OutputA4 illustration
For guest journal
Hand-drawn topographic map of the Estancia Cafetera coffee fields and surrounding Tepoztlán terrain, deep brown ink on natural cream paper, single elevation contour lines, hand-lettered place names in italic serif, no color, no satellite imagery aesthetic, traditional cartographic style from 1920s estate records
09 · Door numeral plates 01–10
Output10-piece set spec
Cast metal
Set of ten door numeral plates 01 through 10, cast iron with deep-stamped chunky geometric sans serif numerals, square format 100×100mm, single copper inlay hairline below each numeral, room name below in small caps serif, hand-cast imperfect edges, dark patina finish
10 · Service stamp set
Output5 stamps
Letterpress block ref
Set of five physical letterpress stamps for the estate's daily use: ARRIVED, DEPARTED, PAID, CONFIRMED, RESERVED. Chunky geometric sans serif lettering with deep ink-bleed when stamped, vintage Mexican estate ledger aesthetic, no decorative borders, single weight stroke
11 · Coffee tasting card
Output3×5" letterpress
Per-stay print
Letterpressed coffee tasting card on heavyweight cardstock, header "Café del día" in chunky sans serif with ink-bleed, three columns below: "Varietal", "Process", "Notas" in mono caps, generous negative space for handwritten entry, single copper foil hairline divider, dated stamp area at bottom
12 · Signature stationery
OutputLetterhead spec
Print production
Letterpressed letterhead on heavyweight natural cream stock, ESTANCIA CAFETERA wordmark in chunky geometric sans serif top-left with ink-bleed texture, address block in small mono caps top-right, deep ink impression visible, no logos, no decorative elements, restrained editorial layout following the brand's typographic discipline
07 — The Curation

Choosing what stays.

Midjourney will give you four options per prompt. You'll be tempted to pick the prettiest. Don't. Pick the most true — the one that looks observed, not produced.

— Keep when

  • The light direction matches the prompt — single source, side
  • The texture is visible at the foreground edge
  • Hands appear without faces — work made visible
  • The palette stays inside the warm earth family
  • The composition has real negative space
  • It looks like a moment caught, not a moment posed

— Kill when

  • The image has invented decorative objects — fake plants, ornamental serving ware
  • The lighting is symmetric — front fill, no shadow
  • A face is visible to camera, even in soft focus
  • The colors include neon, pure white, or saturated primaries
  • The composition is centered, brochure-like
  • It looks like a Pinterest mood board, not a hotel
08 — Production Plan

The order matters.

Generate in this order to build a consistent library, not a scattered one. Each phase establishes the visual language the next phase inherits. Don't skip ahead.

01

Landscape first

Generate Group 01 (6 prompts). This establishes the brand's atmospheric baseline — color temperature, light quality, grain. Every subsequent image references back to these.

Output: 6 images
Time: 1–2 hours
Spend: ~30 credits
02

Architecture second

Generate Group 02 (6 prompts). With the landscape mood locked, the interior shots can match. Stone, wood, copper, linen — the material palette becomes consistent.

Output: 6 images
Time: 1–2 hours
Spend: ~30 credits
03

Material details

Generate Group 07 (4 prompts). These tighter compositions inherit the palette from Phase 02 and become reusable across surface mockups, social, and the website's transition moments.

Output: 4 images
Time: 1 hour
Spend: ~20 credits
04

Coffee experience

Generate Group 03 (6 prompts). The core brand story — from cherry to cup. These will be the most-used images in the library. Prioritize getting two or three exceptional ones over six average ones.

Output: 6 images
Time: 2–3 hours
Spend: ~40 credits
05

Culinary & drinks

Generate Groups 04 + 05 (10 prompts). Mexican plates, breakfast scenes, drinks. Food is where Midjourney is most likely to invent decorative kitsch — curate hard, kill aggressively.

Output: 10 images
Time: 3–4 hours
Spend: ~60 credits
06

People through work

Generate Group 08 (4 prompts). Hands at work, no faces. v7 handles this well but watch for invented jewelry, watches, or distracting tattoos. Re-prompt if anything performs.

Output: 4 images
Time: 1–2 hours
Spend: ~30 credits
07

Lifestyle last

Generate Group 06 (4 prompts). These are the hardest because lifestyle is where AI most wants to add staged "wellness" energy. Lean toward empty hammocks and observed details, away from people-in-poses.

Output: 4 images
Time: 2 hours
Spend: ~30 credits
08

Video & graphics

Once the still library is complete, move to Section 05 (Sora video prompts) and Section 06 (Kittl graphics). The videos extend the still moments; the graphics live alongside.

Output: 8 clips + 12 graphics
Time: 4–6 hours
Spend: ~150 credits