The Making of the Howler & Co Logo

Howler & Co is a specialty coffee roaster built around bold flavours and an untamed spirit. The founders wanted a brand identity that reflected their adventurous, raw, and independent approach to coffee. They needed a mark that would stand out from the overdone aesthetics of the coffee industry. No coffee beans, no steaming cups, no clichéd barista tools. The logo had to feel powerful, simple, and instantly recognisable across packaging, storefronts, and digital platforms.

Good logos tell a story. The challenge here was capturing the energy of Howler & Co without being obvious or predictable. The name itself evokes movement and sound, a primal force that aligns with the bold nature of the coffee. I started with the idea of a howler monkey, an animal known for its commanding presence and unmistakable voice.

Rather than illustrating the monkey outright, I focused on the essence. What are the key features that make it iconic? The structure of the face, the deep-set eyes, the suggestion of a call. Through iteration, I refined these elements into a minimal and abstract form that remains instantly recognisable. The result is a mark that feels dynamic, powerful, and full of character without relying on unnecessary detail.

The final design is strong yet adaptable. It works seamlessly across different mediums, from packaging to signage and merchandise. The simplified structure ensures clarity at any size, whether embossed on a coffee bag or printed on a business card. The distinctiveness of the mark allows Howler & Co to build a brand presence that is unmistakably its own.

A great logo is more than just a symbol. It becomes part of the brand’s identity, reinforcing its values and setting the tone for everything it represents. With Howler & Co, the mark embodies the boldness, energy, and craftsmanship that define the company.