BREW X

STRATEGY, BRANDING, INTERIOR
CHANGSHA, CHINA.

With the introduction of specialty coffee gaining momentum in China's main cities, the growing demand for third wave cafes and coffee machines provides an opportunity to service, maintain and educate cafe owners and baristas how to take best care for their most important asset - the espresso machine.

BrandWorks was engaged by its hospitality partner, Unity Group China, to re-position its service and support division into a separate company, along with a new name and identity. The idea of 'brewing' and 'experts' resonated with the team, and the name was formed by combining the two. Taking an industrial leaning, the brand evokes an artisan workshop feel where the espresso machines, including Slayer, La Marzocco and Synesso's are serviced with the upmost care and attention.