Dutch Bros Coffee

Overview:

  • Client: Dutch Bros Coffee

  • Industry: Food & Beverage

  • Timeline: December 2024 - January 2025

  • Services: Iconoflage

Brewing a Visual Legacy

What started as a self-initiated portfolio piece in 2017 came full circle seven years later when Corgan Architects pitched the idea of using my artwork they found on social media as the centerpiece of Dutch Bros’ new Phoenix headquarters. Dutch Bros loved the idea, so they commissioned an updated version to reflect their growth and revised branding.

The nearly 11-foot tall illuminated windmill installation transforms their lobby into an immersive brand experience, weaving together over 200 carefully researched icons that celebrate Dutch Bros' journey—from their founding story and IPO milestone to viral moments of community connection. Every element tells part of their unique culture: broistas praying with customers through the drive-through window, co-founder Travis Boersma ringing the NYSE bell, and phrases like "A Better World" positioned at the windmill's foundation.

The project included comprehensive commercial rights and a versatile pattern system, enabling future applications across vehicle wraps, retail environments, merchandise collections, and digital touchpoints.

Thanks to Daniel Jeremiah for the HQ installation photos.

2017

Refined 2024 Dutch Bros windmill Iconoflage featuring enhanced detail, expanded brand story, and improved artistic technique

2024

Dutch Bros Coffee illuminated Iconoflage windmill installation in headquarters lobby
Dutch Bros branded delivery van wrapped in Iconoflage pattern showcasing commercial application
Dutch Bros branded gift bag featuring Iconoflage pattern and windmill logo
Promotional volleyball featuring Dutch Bros Iconoflage pattern and windmill logo
Woman wearing Dutch Bros Iconoflage pattern crewneck sweatshirt showing apparel application
Illustration of Travis Boersma ringing the NYSE bell in 2021, celebrating Dutch Bros' IPO
Illustration of original Dutch Bros drive-through building with windmill and flags
Man wearing Dutch Bros branded hoodie with solid blue body and Iconoflage pattern sleeves
Illustration of Dutch Bros' core phrase 'A Better World' with 2021 reference
Illustration of Dutch Bros Broistas leaning out of drive through window praying with a grieving customer in her car
Dutch Bros branded stainless steel cold drink cup with Iconoflage pattern
Slip-on shoes featuring Dutch Bros Iconoflage pattern, showing lifestyle merchandise application
Dutch Bros headquarters interior featuring wall-to-wall Iconoflage pattern installation next to staircase

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