Harless and Hugh

In the mid-1900’s, Harless Hugh transitioned from his family farming business and opened a service station in Etowah, Georgia. Decades and two generations later, his grandaughter saught to open a coffee shop in her hometown of Bay City, Michigan and carry over the values of a community-centered and generous service station.

We worked with Harless and Hugh to create a brand that embodies humility and hospitality. The mantra “Give more than you take” was added to the brand as a callback to her family’s posture to always be the helper.