The mark consists of three parts horizontally aligned. the first and left-most part consists of fifteen interlocking lines that form a nine sided shape. The second and center-most part is a downward pointing equilateral triangle with "PEDDLER MMXIII" above the triangle, "RISE" to the left of the triangle, "COFFEE ALCHEMY" below the triangle, and "SHINE" to the right of the triangle. The third and right-most part is an eye centered and surrounded by radial lines extending out from the full circumference of the eye with a "x" above the eye, a "·" to the left of the eye, an "o" to the right of the eye, and a downward pointing equilateral triangle below the eye.