Blue Bottle Coffee
Art Direction Leadership
Brand System Development
Packaging Design Direction
Visual System Design & Implementation
Product Launch

Serving as Senior Art Director at Blue Bottle Coffee, I partnered closely with founder James Freeman, the senior marketing team, and artist Michelle Ott to shape the brand’s visual identity across a key period of growth. My work spanned printed materials, brew guides, in-store touchpoints, and an expanding product line, building a cohesive system across every customer experience.
The design language was grounded in Freeman’s philosophy of simplicity and restraint, drawing from a clean, Japanese-inspired minimalism. Michelle Ott’s hand-drawn illustrations introduced warmth and personality, creating a balance between precision and human touch that became central to the brand’s character.
I helped lead the art direction for Blue Bottle’s ready-to-drink line, including the launch of their cold brew cans in signature silver, the limited-release Oji Japanese cold brew bottles in deep brown glass, and a series of boxed cold brew cartons. Each product was unified under a consistent visual system while maintaining its own shelf presence.
With the refreshed Blue Bottle logo still relatively new, I played a key role in extending and refining its rollout across all touchpoints. This meant evolving how the mark lived within packaging, retail environments, and printed materials, ensuring consistency while allowing the system to mature and scale. The focus was on reinforcing the logo as a clear, recognizable signal of quality, intention, and craft.

The result was a brand expression rooted in deliciousness, hospitality, minimalism, and sustainability, creating a lasting visual foundation that continues to define Blue Bottle Coffee today.
Head of Marketing & Design
Janette Andrawes