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.

Additional photography provided by julia ross / Harless and Hugh

Harless and hugh

- Branding
- Print collateral

“Our success is in large part due to them taking the time to unpack my dream of opening a coffee shop and a craft cocktail bar. We look forward to future projects with Old Friend!
- LYNDSAY EDMONDS, OWNER OF HARLESS AND HUGH
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