Restaurant Alchemy is a new consulting company helmed by dynamic young entrepreneur Matt Carpenter. In our initial consultations I was struck by Matt's description of his unique expertise as being "as much art as science" and by his envisionment of his business relationships as partnerships. I began to see Matt as the alchemical figure of Mercurius, symbolic of a change catalyst, a transformer. Thus Restaurant Alchemy was born, with an announcement that reads "Together, we have the power to transform your restaurants."

Services included marketing and positioning consulting which lead to the memorable and unusual company name, which was also available as a domain name; the tagline "People, Performance & Profitability; the evocative logo and logotype, announcements, blank notecards, business cards, copy writing/editing, a Web Shingle and domain and email set up.