"The Circular Everything project challenges students to consider the branding of a service or porject through the lens of circular design. Case studies include Patagonia, Another Tomorrow, and Re/Done. This prompt serves as the catalyst for imaging a new brand constrained primarily by principles of reuse and circular design."

George Howell Coffee is a Boston-based coffee company by local coffee fanatic George Howell. I became fascinated by this brand when I discovered it around the time this project was assigned.

Originally uninspired and distracted during the semester with no ideas for this assignment, I spontaneously tried George Howell for the first time (no correlation). The coffee genuinely caught me by surprise because I could taste the words "Putting coffee farmers front and center" in the quality of my "overpriced" latte. Howell's flagship cafe environment in downtown Boston was pleasant as well. Immediately, I researched Howell's brand and history and only became endlessly impressed. As a coffee connoisseur myself, I consider George Howell to be one of two coffee brands whose price matches its worth (quality and service).

My biggest challenge with this project then was "how do I make this better than it already is?". My intention with rebranding George Howell has little to do with the company's visual branding and more to do with post-consumption. What do we do about the single-use cups? How do I propose circularity without sounding phony?