Blue Bottle
Digital
San Francisco
2020
A team from Blue Bottle Coffee in San Francisco joined our corporate innovation program developed in partnership with Google Ventures. Their goal was to design the digital version of Blue Bottle — an online store that could mirror the calm, minimalist, and sensory experience of its physical cafés while expanding the brand’s reach beyond its walls.
Summary
The project wasn’t about building another e-commerce site. It was about educating the North American consumer on specialty coffee — its origins, brewing methods, and rituals — and turning curiosity into loyalty. The result was a digital platform that blends education, personalization, and commerce, allowing customers to learn, explore, and subscribe to the Blue Bottle experience from anywhere.
Challenge
Blue Bottle’s identity had always been rooted in the physical world: the aroma, the precision of the barista, the quiet rhythm of its spaces. The challenge was to translate that essence into a digital format without losing authenticity. How could design and technology preserve the brand’s emotional connection and guide consumers toward a deeper appreciation of specialty coffee?
Solutions
Working alongside designers, baristas, and user experience experts, the team built an online platform that teaches as it sells. Tutorials, origin stories, and tailored recommendations turn the act of buying coffee into a guided journey. The digital store didn’t just drive sales — it extended Blue Bottle’s philosophy into a new channel, building culture, community, and growth in one seamless experience.
