Hi Mosy, I don't think I've ever met anyone who scrutinises things as closely as you do! I'm glad I'm not your cleaner!
OK, to answer your points: If you look at the blog it shows the awning out with the names on.
The 'lip' of the awning is really small as it has no valence (it's a traditional awning). It makes more sense to use the large canvas of the awning rather than the tiny strip of wood at the front.
It makes sense to use the stall riser (the lower panel below the window) for the name for people passing on the same side of the street as they wont be able to see the sign or the awning. Shops used to do this years ago but for some reason many don't today. People across the street will see the awning or the facia.
As for the number, they don't seem to have an issue with it now with people knocking on the flat thinking it's the business. I really don't think it's an issue but worth considering.
People don't read shop fronts. I'm against putting lots of copy on the fronts of shops, it clutters them so I'd strongly advise against putting copy in the windows. People will always ask if they do something, even if it's written outside. Stand in any newsagents for a few minutes and this is apparent! Trophies and engraving should be enough of a clue as to what they do.
It could work in lots of dark colours. I'm not opposed to dark british racing green. But if you look inside the shop and the dark wood, dusky colours just feel right. But you are right, it could be in another shade which I may show them when I go to see them.
With the phone number, I'd ask them how important it is and how they get their orders. I haven't moved it from where it currently is in the window. It's interesting that in polls, most people don't call numbers they see on shop facias because they don't remember them and many councils don't allow them to be displayed in their planning guidance. My advice as ever is to keep it simple and remove clutter. If passers by know where you are and what you are called, they will find your phone number. The street number of the shop is more important than the phone number (which is why we think 323 Kirkdale in the window is important!).