The company was originally created in 2020 as an informal side business selling coffee to other players while Butler was in the NBA Bubble during the COVID-19 pandemic.

[9] When asked about his experience in the bubble in an interview with ESPN's Rachel Nichols, Butler stated "I'm working on my coffee skills.

Players could bring items from home to use while restricted to stay on location at the bubble site; Butler brought with him a French press.

[16] In September, Butler filed for trademarks relating to "Big Face" and began wearing merchandise before a Miami–Boston playoff game.

[12] In addition to El Salvador, Bigface has been noted to source coffee beans from farms from various other countries including Ethiopia, Honduras, Colombia, and Ecuador.

[12] Partnering with Shopify, Bigface launched a non-fungible token (NFT) online store, which sold limited-time boxes including coffee blends.

[24] In 2022, Bigface opened pop-up shops, beginning with their partnership with Van Leeuwen, which sold caffeinated ice cream in New York City on Greenwich Street in Tribeca.

[5][25] Bigface also served as the official coffee brand sponsor for players and VIP lounges at the Masters and WTA 1000 events in Miami.

[17] In April, Butler filed further trademark applications to have the Bigface brand include fresh produce, beverages, and baked goods.

[30] Another Bigface pop-up would be set up at the Kaseya Center ahead of Game 3 of the 2023 NBA Finals, which Butler's Heat hosted.

[33] Later in August, Bigface collaborated with the coffee brand Fellow to release coffee-related products such as grinders, scales, and pour-over kettles.

[39] Maintaining close involvement with Bigface's ventures,[15] Butler also plans to expand the brand to have a global presence through cafés and grocery store merchandise.