A coffee cart, a boombox, and a dream gave Dutch Bros its humble beginnings. Created by two passionate brothers from a small town in Oregon called Grants Pass, Dutch Bros has grown into a publicly traded, well-recognized national brand. During this period of company growth and transformation, Dutch Bros wanted a 30-year celebration that would honor its history while looking forward to the future.
We dove deep into Dutch Bros' history, discovering how music has been an essential part of their culture from the beginning. Founders Trav and his late brother Dane shared a love of both coffee and Pearl Jam, which became a cultural cornerstone in their early years. Music continues to be a signature element in Dutch Bros shops, energizing employees and customers alike.
We chose Nashville, Music City USA, to host the celebration, where we used music as a golden thread, connecting Dutch Bros’ history with its future.
The event took place on the symbolic date 2/2/22, and we branded it with a logo that was less like a date and more like a lifestyle brand mark, making it shine on signage and swag alike.
The historic Ryman Auditorium (original home of the Grand Ole Opry) hosted the keynote address, and additional venues provided entertainment and unique experiences, such as professional music recording sessions and on-stage karaoke.
Back in Dutch Bros' hometown of Grants Pass, Pearl Jam’s Eddie Vedder and Red Hot Chili Peppers' Chad Smith delivered a once-in-a-lifetime performance, bringing the celebration full circle.
A resounding success, with leadership marking it as their best event to date. The 2/2/22 branding remains iconic within the company.
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