Pegasus Coffee brand identity

A resilient brand identity keeps on going

David Dessinger, a relatively new transplant from California when I met him on the ferry, took to Bainbridge Island right away. He sought out the help of Alfred Peet, founder of Peets Coffee & Tea in Berkeley, before starting Pegasus Coffee in 1979. We drifted apart as our situations changed.

Looking back on this branding work we did together, it has been resilient in a way I could not have anticipated. The credit goes to David, who was open to my ideas in the first place. Secondly, and most importantly, he has kept it alive and well throughout the buildup of his multi-location business.

January 2020 update: Chemistry Productions is revitalizing the brand with new owners of the Pegasus Coffee House.

Thanks, David, for the chance to create a lasting logo, and what you’ve done to preserve the best of our collaboration. I still like the patterned coffee bag better than a solid, but that’s just me. The earthy letterhead paper color may be the next trend.