Dutch Bros Coffee
Project Overview
Client: Dutch Bros Coffee
Industry: Specialty Coffee/Hospitality
Timeline: December 2024 - January 2025
Applications: Architectural Installation, Brand Assets, Commercial Applications
From Self-Initiated to Centerpiece
What began as a personal project in 2017 evolved into the defining visual element of Dutch Bros' new corporate headquarters in Phoenix, Arizona. After creating an initial windmill Iconoflage as a portfolio piece to showcase during a visit to the company's Grants Pass headquarters, the artwork took on a life of its own, eventually catching the attention of architects designing their new flagship office.
Seven years later, a text message from a friend at Dutch Bros sparked an exciting opportunity: the architecture firm had discovered the original piece and proposed using an updated version as the centerpiece art installation in the main lobby. The serendipitous connection between that early self-initiated work and this landmark installation demonstrates the lasting impact of authentic brand storytelling through meticulous visual narrative.
2017
2024
Brewing a Visual Story
Diving into the Dutch
The research process began with a comprehensive review of Dutch Bros' brand evolution since the original 2017 artwork. Working closely with the client, we identified which elements to preserve, which to update, and which new stories to incorporate—from their landmark IPO in 2021 to viral moments of community connection.
The immersive research explored every facet of the Dutch Bros experience: their website and social channels, customer interactions, cultural touchpoints, and internal traditions. This thorough investigation yielded over 200 potential icon ideas, each representing a meaningful piece of the brand's identity and story.
Crafting Coffee Culture, Icon by Icon
The final Iconoflage weaves together the complete Dutch Bros story through carefully selected elements that represent their unique culture:
Their iconic drive-through building positioned prominently at the windmill's center
Co-founder Travis Boersma ringing the NYSE bell in 2021
The viral moment when broistas prayed with a grieving customer through the drive-through window
Brand mascots and illustrations from their merchandise and stores
Core phrases like "A Better World" positioned at the foundation of the windmill
Tributes to co-founder Dane Boersma through phrases like "Cheers to the Wiseman" and "Drink One for Dane"
Every icon and phrase was strategically placed to create a cohesive visual narrative that celebrates both public-facing aspects of the brand and deeper cultural elements recognized by team members, capturing Dutch Bros' signature optimistic, fun-loving spirit.
Windmill in the Spotlight
Primary Implementation
The nearly 11-foot tall illuminated windmill installation serves as the focal point of Dutch Bros' headquarters lobby, creating an immediate visual impact while inviting closer discovery of the brand's rich story. The backlit design enhances the artwork's presence, transforming it from illustration to architectural statement.
Working closely with the architectural team, the Iconoflage was precisely sized and formatted to integrate seamlessly with the installation specifications, resulting in a striking branded environment that embodies the company's energetic culture.
Extended Applications
Beyond the architectural centerpiece, the project included comprehensive commercial rights and a versatile pattern system that extends the artwork's applications across multiple touchpoints:
Vehicle wraps and fleet graphics
Retail environment textures
Apparel and merchandise collections
Branded coffee cups and tumblers
Tote bags and promotional items
Digital brand assets
Team celebration items
Brand Storytelling at Scale
This project represents a significant evolution in both scale and impact for Iconoflage, demonstrating how intricate visual storytelling can transform corporate environments while generating versatile brand assets. The Dutch Bros installation stands as a testament to the power of self-initiated work and the lasting value of authentic brand narratives.
As Dutch Bros' new headquarters welcomes team members and visitors, the Iconoflage windmill serves as both a celebration of their heritage and a daily reminder of the stories, values, and moments that define their unique culture. What began as a personal exploration has become an integral part of their architectural identity and brand expression.
Transform Your Brand Story
Every brand has a unique story waiting to be transformed into engaging visual experiences. Start the conversation about capturing your story through Iconoflage.