Coffeebar Brand Deck 2023

WHO WE ARE OUR

BRAND

WHO WE ARE

OUR ROOTS

FROM THE MOUNTAINS TO THE BAY

OUR MISSION

Coffeebar was born in the granite of the High Sierras in Truckee, CA in 2010.

We are a radically inclusive, community-focused café that serves up the fuel that propels you throughout the day. We are skiers, snowboarders, mountain climbers, coffee geeks, surfers, yogis, bikers, latte artists and all around adventure-seeking, ass kickers who are focused on making positive change in the communities in which we serve our special brand of hospitality!

Internally we are a highly focused, goal-driven team striving to connect the dots from farmer to guest by bringing high quality, sustainably sourced coffee, food and wine to bridges the gap from Reno to the Bay.

our guests with the most intimate of experiences in our fast-paced, Italian-inspired café environment. We believe that we are only as good as the next cup that we make. We exist to make our guests feel that every Coffeebar experience gives them everything they need to feel welcome in our world.

We work hard and play harder. Buckle up! | COFFEEBAR.COM | @COFFEEBAR

CONQUERING MOUNTAIN TO MOUNTAIN

OUR STORY

Some of the best coffee plants come from being grown in the mountains at high altitudes - more struggle, more pressure, more challenges create a stronger, complex crop. Our founder GREG BUCHHEISTER was raised on the mountains. As a champion ski racer in Winter Park, Colorado he learned his life lessons on the slopes: the constant pursuit of excellence, the rewards of taking risks, that luck favors the prepared, and that sometimes to open doors, you just have to take the sledgehammer to the wall yourself. In 1998, while skiing and working in an Italian restaurant, Greg created his own opportunities by importing coffee from Italy,

In two decades, he had opened twenty coffee concepts in Colorado, California and Nevada.

it was time to do coffee differently. After a trip to India (yes, India) Buchheister hit the open road in search of the perfect spot for his new concept. He landed in Truckee, California, an area he loved visiting over the years to see his ski racing friends. COFFEEBAR WAS BORN IN OCTOBER 2010 on a back street

in Truckee in an old tin garage. With its rustic modern design and a strong belief in local, high quality food and sustainable practices, Coffeebar transformed Jibboom Street into a bustling haven for the community of Tahoe’s north shore. But nothing that is easy is ever worth doing and challenges are where you grow. After three bad winters and the constant seasonal swings in Tahoe and it was time to expand into a more consistent market. Nestled in Midtown Reno, Coffeebar opened in early 2014 and has since become an institution to the neighborhood and the Reno community as a whole. “We brought specialty coffee to Reno in a way that it hadn’t been executed before. Free of pretension and full of heart,” says Buchheister. Coffeebar continues to grow, expanding to a bakery in Truckee, a store in the Village at Squaw Valley, another in Menlo Park, and a roastery in Midtown Reno opening in 2018. Each location with it’s own character has been built with the same heart and principles of hospitality, excellence, and constant strive for improvement. “We are only as good as the day we are open,” says Buchheister. “But looking back on 20 years in hit record.”

“Nothing that is easy is ever worth doing.”

WHAT

WE

BELIEVE OUR VALUES

PASSION HOSPITALITY SPREZZATURA

SUSTAINABILITY GENEROSITY

WHAT WE BELIEVE

OUR ETHOS

You belong here.

We’re only as good as the next cup we make.

Everything should be made from scratch and with love.

Latte art makes your coffee taste better.

Community is the family you choose.

Our job is connecting the dots from farmer to guest.

Fettuccine makes the perfect stir stick.

There’s a brew for every time of day.

WHAT

WE

ROAST OUR COFFEE

SOURCING

Vertical coffee sourcing is a philosophy that drives every decision we make. A concept where quality goes hand-in-hand with intentional sourcing, longterm partnerships with producers and importers, and a genuine commitment to origin. Where having connections to the product, and knowing it intimately from beginning to end, is the cornerstone on which everything we do is built.

We source our coffee this way to share and honor its full story – from farmer to importer to guest – and to be a part of the journey as its local roaster and brewer. of ‘community,’ and we are proud to be making that community a little larger.

OUR COFFEE

OUR COFFEE

ITALIAN ROAST

GIUSEPPE

Our classic dark roast, this coffee is a crowd pleaser keeping up with Coffeebar’s Italian traditions. Strong

wake-me-up winter nights. This coffee blend is great with cream and sugar as well as straight black. A bold

rotating components. Currently these are Colombia, Guatemala, Mexico, Papua New Guinea, and Ethiopia.

Named after our beloved lion mascot, Giuseppe, this coffee bag design is inspired by Coffeebar’s beginnings and our Italian roots. For those who don’t know the tale (no pun intended), Giuseppe came to our owner, Greg Buchheister, in a dream when Coffeebar was still just an idea. A dream of a warrior battling a giant lion,

the lion and the challenge that it presented. This dream parallels the story of Hercules and Leo and are the inspiration for the constellation design.

HAND ROASTED. VERTICALLY SOURCED.

ESPRESSO BLEND ZEPHYR

A medium-dark roast, designed to be the perfect complement to milk, but also stand alone as an enjoyable shot. This blend will typically consist of three rotating components. Currently these are a Mexico, a Guatemala, and a natural-processed Ethiopia. The Guatemalan coffee in the blend comes to us from a cooperative in western Guatemala that we will be working directly with this Fall 2018.

Our reimagined brand for our espresso is inspired by our Truckee-Tahoe origins and the west winds that blow over the Sierra Nevada Mountains. A zephyr is a soft gentle breeze, named after the Greek god of the West Winds. The word also has many ties to the Buchheister family. Like espresso that pushes you throughout the day, this design is inspired by the

It encourages us to always keep moving forward.

HAND ROASTED. VERTICALLY SOURCED.

OUR COFFEE

DECAF BLEND PRIMA DONNA

For those too kick ass for caffeine! Our house decaf blend, is used in all Coffeebar locations as our decaf espresso. A dark, balanced blend with notes of salted caramel, walnut, and cinnamon. It pairs well with milk and makes beautiful lattes.

drinkers, the Prima Donna was born. Meaning “Leading Lady” in Italian, the name and skeleton coffee bag design is a play off of our original decaf, the Morte Prima (“Death Before”). Making decaf sexy, our pinup skeleton lady is for those too kick ass for caffeine. Other ties to Coffeebar in this design are the lion skull and sprigs of lavender — a nod to our signature decaf lavender lattes.

HOUSE BLEND AWARDS & ACCOLADES:

SCA SPECIALTY COFFEE EXPO DESIGN LAB 2019 : Feature - Best of Packaging

AMERICAN ADVERTISING FEDERATION: National Award Winner - Packaging Design

Feature - Best Specialty Coffee Packaging

SINGLE ORIGIN COFFEES

VERTICAL RESERVE

WHAT WE SERVE

OUR FOOD & DRINK

SUSTAINABLE & FROM SCRATCH

GOOD EATS

Our job is connecting the dots from farmer to guest and making choices that are sustainable and support our local community. Community is the family you choose and ours is comprised of passionate farmers, bicycle-riding composters, organic gardeners, inspired bakers, and more. We’re dedicated to raising the bar of sustainability through excellent food & coffee and believe that everything should be made from scratch and with love.

OUR FOOD & DRINK

WHAT WE REP

OUR RETAIL

IN THE NAME OF GIUSEPPE

RETAIL DESIGN

Always striving for genuine and authentic experiences, we wear our hearts and the Coffeebar lion on our sleeves. We think you should only rock brands that you believe in and so we put in the same attention to detail and care into our retail design as we do with our coffee, food, and overall brand — choosing products we know our guests will love and pushing the boundaries on the look and feel of our brand identity.

each item we design, whether it be an awesome tumbler, a super soft tee, or the newest coffee bag on our shelves.

HOW WE COMMUNICATE

OUR DIGITAL

WEB & SOCIAL

At Coffeebar, we believe in sharing stories, highlighting good work, educating on food and coffee, and connecting with our guests in-store, in the community, and online.

Step into any of our cafes and you’ll feel how they practically vibrate with hustle and caffeinated, creative energy. Like a home away from home, our bold, badass Hospitalians set the bar for delicious coffee and cultivating inimitable community hubs. We work hard to foster that same community hub online. From our in-depth blogs such as the origins of our newest Vertical Reserve coffees to our “Dear Barista” series on Instagram, we use these channels to continue the conversation about coffee and keep our guests involved in Coffeebar happenings.

WHERE WE CALL HOME OUR

LOCATIONS

THE ORIGINAL DOUBLE E’S

Born in 2010 out of an old tin garage on a small location is now a local staple. Built on strong beliefs in local, high quality food and sustainable business practices, Coffeebar transformed Jibboom Street into a bustling haven for the community of Tahoe’s north shore.

COFFEEBAR TRUCKEE

10120 JIBBOOM STREET

TRUCKEE, CA 96161

INDUSTRIAL | ECLECTIC | SMALL TOWN COOL

THE LION’S D E N

In the center of ever-growing Midtown is our Mount Rose Street location — the epitome of a community neighborhood hub. We expanded to Reno in 2014 and have quickly become essential to the morning coffee routine, a must for locally-sourced lunches, a coworking space for freelancers and entrepreneurs, a happy hour hangout on our patios, and a showcase for local art and culture.

C O FFE E BA R R E N O - MIDTOWN 682 M O UN T R OSE ST R EE T

R ENO , N V 8950 9

CONNECTION OVER CONNECTIVITY

Nestled into the hillside in the Monte Vista business park just below I-80 on S. McCarran, with plenty of open air seating, roll-up garage doors and huge outdoor patio, we’re bringing new life to the coffee scene in Northwest Reno. Inspiring connection over connectivity, this makers’ space inspires the creativity in us all and gives us the space for those creations to flourish. Our art-filled interior is a love letter to Steam Punk and Burning Man, and offers more than just coffee - like beer, wine, and homemade Neapolitan style pizza.

C O FFE E BA R R E N O - McCARRAN

9620 S McCARRAN BLVD

R ENO , N V 89523

MCCARRAN

ARTISINAL | COMMUNICATIVE | STEAM-PUNK

A lifetime love for skiing and coffee brought Coffeebar to The Village at Squaw Valley in 2017. With the best view of any cafe in the nation, Coffeebar gazes directly on KT-22, and is the go-to place to grab an expertly brewed coffee of your choice before hitting the slopes and perfect après ski spot to wind down with a drink.

OUR F L OUR LABOR A T O R Y

Just a hop, skip & jump away from our cafe in Downtown Truckee, our Baker y team is always mixing, testing, and concocting new recipes to share with locals and visitors alike. From savor y items to sweet treats and a full line of gluten-free products from Whole Treats, ever ything is baked fresh from scratch and with love. C O

COFFEEBAR LIFE CYCLE-ISTS

In 2018 we brought the Coffeebar culture to Menlo Park, a city that shares a mutual pursuit for excellence; whether it is for coffee, start-ups, cycling, or anything in between. From the morning rush to the evening wine bar wind down, we are a community hub for Downtown Menlo Park.

COFFEEBAR MENLO PARK

PLAYING WITH FIRE

The Coffeebar Roastery is a welcoming, creative, and educational space where guests and team members immerse themselves in the art and science of coffee through a best-in-class cafe experience that invites deeper exploration of our roasting and Vertical Sourcing ethos.

COFFEEBAR ROASTERY

1030 HASKELL STREET

RENO, NV 89509

POURIN’ IN THE PENINSULA

Our second Bay Area location is an inviting gathering space by day and intimate lounge by night. Housed in a historic brick building on vibrant Broadway St, we’re excited to be part of a community comprised of arguably the best dining and entertainment in the Peninsula.

REDWOOD CITY

HISTORIC | LUXE GRIT | INTIMATE, LOUNGE FEEL

OUR NEXT S T OR E S

SUNNYVALE, CA | 2024

MODERN | BUSTLING | TECHNOLOGICAL HUB | ENERGETIC

ODDIE BLVD | SPARKS, NV | 2024

ARTS & CULTURAL SPACE | INNOVATION HUB | BIERGARTEN-STYLE SEATING | COMMUNAL

THE CROSSINGS | TRUCKEE, CA | 2024

LOCAL GATHERING SPACE | MOUNTAIN - MODERN | ATHLETIC | INVITING

BAKERY EXPANSION | TRUCKEE, CA | 2023

EXPANSION PROJECT | FULL SAVORY MENU | SWEET TREATS & DONUTS | NEIGHBORLY