Dutch Bros – A Workplace to Fuel Passion
Project Stats
- Location
Tempe, Arizona
- Size
140,000 SF
- Market
- Expertise
Coffee, Creativity & Community
When popular coffee chain Dutch Bros set out to support its rapid growth and expand corporate functions beyond its headquarters in Grants Pass, Oregon, it tapped Corgan to help reimagine its 140,000 SF office space in Tempe, Arizona. The goal was to create an environment that would foster connection, energy and ignite a sense of purpose for the Dutch Bros team.
Corgan and Dutch Bros worked together to create a welcoming and energizing workplace that reflects the company’s vibrant culture and people-centric values. A neutral material palette layered with bold, immersive moments tells the story of the brand while staying true to its mission of being fun-loving, mind-blowing company that makes a massive difference one cup at a time.
Serving Up a Story
Rather than focusing solely on operational needs, Corgan led a comprehensive brand audit to ensure the final design would reflect Dutch Bros’ identity and values. The resulting strategy led the teams to create a space that offers a dynamic experience and celebrates the brand’s creativity, community-driven spirit and evolution since 1992.
The journey begins upon entry with an energetic “hype tunnel” featuring graphics, signage and digital displays. A logo design wraps through the entrance hall and guides visitors into the lobby space.
Graffiti inspired graphic walls designed by local artists and Dutch Bros team members embrace the company’s creativity. A standout mural features playful references to signature flavor combinations like the “Gummy Bear,” “Fire Lizard” and “Laser Cat.”
The windmill has been a central element of the brand’s visual identity for decades and honors the founding brothers’ Dutch heritage. An eye-catching, illuminated windmill featuring positive messages and cartoon illustrations serves as a focal point of the lobby lounge and connects employees and guests to the company’s roots.
To stay true to its people and the communities they serve, the design team included a custom wall covering made from handwritten employee notes collected during a company retreat. The personal messages highlight the passion behind the culture and serve as a constant reminder of the “why” behind the brand.
Spreading Positivity, Living the Brand
Lounges and social spaces are thoughtfully placed throughout the office to encourage authentic connection and informal collaboration. The “Radiate Kindness Lounge” provides a space where employees can recharge. Rooted in one of Dutch Bros’ core values, the lounge is a reminder of the brand’s commitment to spreading positivity. A pickleball court and functional arcade offer fun, casual environments for team members to take a break and strengthen relationships away from their work.
A mock retail storefront grounds the brand in its retail experience and allows corporate teams to engage with signage and displays exactly as customers would. More than just a visual reference, the storefront provides a hands-on way to test ideas, reinforce brand consistency and stay connected to the customer experience.
The office wouldn’t be complete without somewhere for employees to refuel; three fully stocked coffee bars are interspersed throughout the space. All employees are trained to make drinks on the Dutch Bros menu, adding to the collaborative and inclusive culture throughout the office.
