George Howell Coffee
A Legacy of Flavor, Reintroduced
Sector
Retail
Services
Concept Direction
Brand Strategy
Brand Guidelines
Core Collateral
Logo
Marketing Collateral
Packaging
The Story
George Howell Coffee is a pioneer of specialty coffee in the U.S., built on decades of uncompromising standards, deep relationships with farmers, and a relentless pursuit of flavor.
Proportion partnered with George Howell to evolve the brand while honoring its legacy, bringing greater clarity, warmth, and accessibility to a name already synonymous with excellence.
From the Ground Up
A hand-drawn icon brings the brand back to its roots, honoring the farms, the craft, and the many hands behind every cup.
A palette for every palate
A new flavor palette system helps customers easily understand tasting notes, visualize complexity, and confidently find their perfect cup.
Choose your Own Adventure
You're all hopped up on caffeine and ready to....
