We started by talking to people. Baristas, roasters, regulars — anyone who could help us understand what Bluebeard actually feels like from the inside. A few themes kept coming up: fierce Tacoma pride (this is not Seattle), unpretentious expertise, transparent sourcing, and a genuine welcome for everyone who walks through the door.

What came out of those conversations was a brand identity that's honest and a little bit funny. The team described themselves as “a ragtag group of Tacoma weirdos” running a small batch specialty roaster. Their product is fancier than their appearance, and they like it that way. Lines like "specialty coffee for the proletariat" and “we serve all sorts” weren't marketing copy we invented. They came straight from the team. Our job was to build a brand and a website that felt like those phrases sound.

The site needed to feel like the café — warm, approachable, a little rough around the edges in the best way. We built it on Shopify with photography, color, and layout choices that reflect the physical space. Product pages go beyond specs and tasting notes to connect customers with the story behind each coffee, from sourcing through roasting.

The finished site and brand guidelines give Bluebeard a digital presence that actually matches what they’ve built in person. Online customers get the same sense of the place that regulars have known for years — quality coffee, no pretension, and a real point of view about what a coffee shop can be.