Brand Guidelines | Tone of Voice | Messaging
Blue Bottle Coffee
Modern Craft
After more than two decades as a major player in the third-wave coffee movement, it was time for a new brand, including a refreshed tone of voice to welcome the next chapter.
The Opportunity
Craft a voice that speaks to everyone—from the coffee-curious to connoisseurs—one that is as thoughtful and discerning as the brand itself. The goal was to preserve Blue Bottle’s original spirit while evolving it for the modern coffee drinker.
The Approach
To usher Blue Bottle into a new chapter while staying true to its values, I redefined the brand’s personality, voice, and messaging—speaking to coffee-curious newcomers and connoisseurs alike. The new voice reflects the brand’s craft, design, and sustainable practices across touchpoints.
