First Espresso is Blue Bottle Coffee's homage to the origins of espresso culture: the post-war cafes, the early machines, and the restless counterculture that made it iconic. Scanned paper textures and black-and-white imagery evoke the worn, expressive quality of mid-century print across a full system of assets, including packaging, with the extension into ecommerce, social, and cafe signage managed in-house. The Women in Coffee gift set launched the same season, using black-and-white photography and found imagery assembled as a collage to create a distinct but cohesive presence within the same visual world.