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Hosted by Howell
My Role:
Brand Identity, Brand Design, Logo
Tools Used:
Figma, Procreate, Adobe Illustrator, Adobe InDesign, Adobe Photoshop
Design Objectives:
Build a flexible mark that works across two service offerings (instruction and hosted events)
Reference the wheat motif as an homage without imitating it
Reflect an upscale, minimalist aesthetic suited to the target demographic
Introduce playful, food- and utensil-inspired iconography without undercutting sophistication
Create a system, not just a logo, one that could extend into photography direction, packaging, and event collateral
Deliverable: Primary logo, wordmark, and supporting iconography system
Process Framework: Inspiration → Research → Testing → Result
Branding Case Study
Hosted by Howell is an at-home culinary experience brand led by Chef Bobby Howell, offering both private in-home cooking classes and hosted dinner events. The challenge was to build a mark that could flex between two experiences, intimate, one-on-one instruction and lively group gatherings, while speaking to an upscale, design-conscious audience. The identity draws a deliberate line to the Culinary Institute of America's iconic wheat motif, reinterpreting it as something distinctly Howell's own: playful, warm, and confident rather than institutional.
