Blueprint Coffee Debuts Bold, Interactive Redesigned Packaging

St. Louis specialty coffee roaster Blueprint Coffee is rolling out a bold packaging redesign across their line of whole bean coffees. The new retail bags feature simple, clean graphics over Blueprint’s signature vibrant blue, and a unique card-based labeling system that makes them highly interactive and informative. The entire line of whole bean coffees — including 10 oz, 2 lb, and 5 lb sizes — feature the refreshed treatment. Blueprint is also offering 2 lb bags on their cafes’ retail shelves for the first time, providing a bulk option for customers looking for greater value and reduced packaging.

Each bag is labeled by a removable, collectible, and interactive card. The clever design displays the name and origin of the coffee when the card is tucked inside its pocket. Pulling the card out reveals a trove of information: stats like elevation, varietals, and processing style, the background of the coffee’s producers, taste notes from Blueprint’s expert team, and step-by-step brew guides. The cards also feature blank spaces for the customer’s own notes — inviting consumers to track variables like brew method, grind setting, coffee and water doses, and to record their own impressions. 

“At Blueprint, we highly value transparency and intentionality. With this redesign, we challenged ourselves to incorporate more information about the coffees into our packaging — while simultaneously achieving a cleaner, more inviting aesthetic that’s still true to our brand,” said Wholesale Director and co-owner Nora Brady. “Adding the card pocket to a saturated blue bag is a solution that’s so quintessentially Blueprint. It’s a new era for us, but it also brings us even closer to our roots.” 

Blueprint’s refreshed packaging was designed in-house with the thoughtfulness and craft that the specialty roaster is known for. “We carefully considered every detail with the customer experience in mind,” said Blueprint’s graphic designer, Mary Grayson Batts. “Pulling out the card for a closer look becomes a delightfully tactile experience. You can feel the quality of the packaging in your hand, and know that it matches the quality of the coffee inside.”

“In our 12 years of business, this is the biggest visual change we’ve ever made,” adds Mike Marquard, co-owner and Director of the Roastery. Drenched in Blueprint’s signature shade of vibrant blue, the new bags create a bold presence on any retail shelf. The clean graphics are anchored by a fresh iteration of Blueprint’s iconic logo: an isometric cube. With their simple beauty, the bags make an elegant display piece on the kitchen counter, and a well-considered gift. 

The redesigned packaging launches this week. It’s available on the shelves at all three of Blueprint’s St. Louis coffee bars, as well as at retailers and grocery stores in the region, and for nationwide shipping on Blueprint’s website (blueprintcoffee.com).