Design Details: Collectable Cards with Blueprint Coffee

Daily Coffee News Staff | October 6, 2025

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The new Blueprint Coffee bags. All images by Roy Brady, courtesy of Blueprint Coffee.

St. Louis, Missouri-based specialty roaster Blueprint Coffee has rolled out a bold packaging refresh that includes a label that essentially becomes a collectable, tactile field guide for users.

The new whole-bean bags — sold in 10-ounce, 2-pound and 5-pound sizes — keep the brand’s unmistakable saturated blue and offer a fresh iteration of the brand’s isometric cube logo.

Yet peeking out of a blue pocket on the front of the package is a card that functions as the label. When inserted, the card shows a color-differentiated coffee name and origin point. When pulled out, the card reveals much more information, such as details about the producers, elevation, coffee cultivar, processing method and tasting notes from the Blueprint team.

There’s also a space for home customers to record notes such as grind settings, brew methods and recipes.

“Pulling out the card for a closer look becomes a delightfully tactile experience,” Blueprint graphic designer Mary Grayson Batts said in an announcement shared with DCN. “You can feel the quality of the packaging in your hand, and know that it matches the quality of the coffee inside.”

The design rolled out this week across Blueprint’s three company-owned coffee bars in the St. Louis area, at retailers such as grocery stores, and direct through Blueprint’s website. It marks the first time that Blueprint has offered 2-pound bags direct to consumers. The company said it wanted to cater to people seeking extra value and reduced packaging.

“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,” Blueprint Coffee Wholesale Director and Co-Owner Nora Brady said.

The launch follows more than two years of development and prototyping, according to the company, including refining the pocket construction, the card stock feel and the information hierarchy so the piece reads clearly on a commercial shelf and on a home kitchen counter.

“In our 12 years of business, this is the biggest visual change we’ve ever made,” Blueprint co-owner and roastery director Mike Marquard said.