Howlt Coffee started in 2017 as one of the art activities of the art brand Howlt, launched by Haruki Higashi, the representative of LOWORKS Inc who works on artwork such as NIKE, WWF, and Smirnoff. A fictitious coffee shop that first carries out full-fledged branding, sells goods at online stores, and aims to become a real store using its profits. It was an experimental project that looked for a new method to a successful brand, with a different starting point than the usual design flow.