ABOUT

Scott Perin came to me with a gut feeling and a family story. His neighborhood, Printer's Row, was missing a real grocer: somewhere between the sad corner store and the Whole Foods ten blocks away. He knew he wanted to build something in that gap, and he knew it had to carry his dad's name. His dad, Allen "Totto" Perin, had spent a career in grocery, the kind of guy who remembered regulars' orders and went the extra mile without being asked.

What Scott didn't have yet was the language for how all of that should look and feel. He had references he loved, a handful of adjectives, and a strong instinct that the store should make people smile when they walked out. My job was to take that instinct and shape it into a brand he could actually run a business with.