Howell’s Mercantile: Craft & Southern Hospitality for a Family-Owned Gift Shop
SERVICES
Brand Strategy
Brand Identity
INDUSTRY
Small Business
Retail
Howell’s Mercantile
At Howell’s Mercantile, gift-giving is rooted in something simple: love, kindness, and a little Southern charm. Family-owned and operated in Pinetown, North Carolina for more than a decade, Howell’s is a place where boutique shopping and small-town hospitality go hand in hand. It’s a place to stop in, say hello, and leave with something truly special.
The brand identity is designed to reflect warmth and familiarity. The custom script logotype gives Howell’s a handcrafted, personal feel, celebrating the pride and legacy behind a family name. Beneath it, a clean, monospaced subtext adds structure and contrast, evoking vintage typewriters and old mercantile signage. Star accents act as simple visual punctuation, creating balance while adding a subtle touch of whimsy.
Howell’s brand color palette draws on the textures and tones of the countryside: deep forest green and charcoal paired with tones evoking worn leather, fresh produce, vintage signage, and sunny meadows.
