More Than a Notebook — An Obsession
Creating limited-edition Field Notes for the Roastery
I’ve been a fan (and collector) of Field Notes for quite a while, mostly because I admire how a simple notebook has evolved into an iconic, beloved brand. So when my team talked to Field Notes creator Aaron Draplin about doing a custom notebook for our Starbucks Reserve® Roastery & Tasting Room — and he accepted — we were blown away.
We knew that every detail had to matter, from the custom illustrations and lighthearted tidbits of coffee information to the copper foil used on the cover (an homage to the copper used throughout the Roastery). Our goal was to create something special that every coffee lover would want to own, and which maintained the famous Field Notes aesthetic. I believe we succeeded.
What’s impressed me the most so far is how some diehards are scrambling to get their hands on them. We knew Starbucks fans would like the notebooks as much as we do, but never imagined they’d become such a rare and highly sought-after collectible. In fact, since they’re not available online, or anywhere other than the Roastery, we heard about one out-of-town buyer who hired a local car and driver to stop by the Roastery, pick up a Field Notes, and ship it back to them.
That’s some serious dedication. And we love it.