Blue Bottle Coffee is often seen as a benchmark of minimalist aesthetics. Yet the visual system it presents today was not always so clear and restrained. Behind the now-iconic blue bottle lies a series of deliberate design decisions. It is precisely these choices that transformed a handcrafted, boutique café into a globally recognized lifestyle brand. In this session, we will revisit the evolution of Blue Bottle’s visual identity, tracing its development from typography and color to the creation of its core symbol.