Perfect Brew Services

I worked with Perfect Brew Services, an espresso and coffee services, consulting, and equipment repair company to rebrand and host a launch event at their recently opened multi-use space.

In January 2018, Shan White, daughter of company founder Bruce White, contacted me to redesign Perfect Brew Services' brand identity and create a style guide that could be used in both print and digital collateral.

This led to several consultations where we discussed their company, and how positioning their brand in a new modern context could help them grow as a business. Devising a visual solution to this problem was a welcomed challenge, and researching their history as a coffee services and parts company in Baltimore helped bring some things to light.

In the ten years that they had been in business, their role had grown beyond equipment services and parts. They often hosted workshops and consulted new and established restaurants and coffee houses with their expansive knowledge of coffee. We needed a symbol that could portray that, yet stay true to their history.

The "wrench and coffee stain" became the symbol we agreed bridged this divide most successfully. Its application was flexible and succinct.