Inspired by George’s 50 years in roasting, our dedication to sharing coffee’s inherent terroir, and encouraging our customers to join us on that exploration, we invite you to experience our refreshed look through our new packaging and beyond.

Why Now
For five decades, founder & owner George Howell has had an enduring commitment to showcasing coffee’s natural terroir. This new look draws inspiration from George's continuous mission and passion.

The biggest infusion of George’s impact is through our new packaging, now reflecting Coffee Palettes - the backdrop of every label and a way to see flavor. Our goal is for customers to experience coffee more deeply, through an additional lens.

With this refreshed look, we honor our history while embracing the future - we hope you love it.

The backdrop of every label is a Coffee Palette. We’ve created coffee palettes to help our customers discover and connect with coffee in a whole new way using color.

Every palette features four colors, each hue representing a tasting note - a distinct nuance that reflects the coffee’s origin, variety, and processing.

These palettes allow you to see flavor. They visually communicating balance, intensity, and the presence of terroir-driven character. The size and shade of each color reveal how flavors interact, creating an intuitive way to find the perfect cup.

Our logo bridges past and present. It features a clean, modern typeface alongside George’s signature as a watermark, preserving our recognizable identity while introducing a refreshed, contemporary feel.

Our new slogan, Every Cup Tells a Story, expands our focus beyond farmers to honor everyone who brings coffee to life — from growers and roasters to baristas and customers.

LIGHTER BAGS
Our light cream base - a nod to our light roasts - is accented by a softer dark blue.

TERROIR PATTERN
It evokes coffee farm’s mountainous regions, celebrating the landscape and terroir that shapes every cup.

BREWING TIPS
Each bag’s bottom panel has George’s guide to brewing and storing coffee.