Coffeebar Brand Deck 2023

WH O WE A RE

OUR BRAND

WHO WE ARE

OUR ROOTS

FROM THE MO UNTA INS TO T H E 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 Ɂʍɨ Ǽʍljɰɽɰӝ Ślj ƃɨlj ɨʍȶȶȈȶǼ ƃ ǹƃɰɽ ǼɨɁʥȈȶǼӗ ɥɨɁˎɽƃƹȢljӗ ɰljȢǹӸɰʍɰɽƃȈȶȈȶǼ ƺɁȴɥƃȶʰ ɽȃƃɽ bridges the gap from Reno to the Bay. KʯɽljɨȶƃȢȢʰ ʥlj ƃɨlj ɥƃɰɰȈɁȶƃɽljӗ ɰljȢːljɰɰ ȃɁɰɥȈɽƃȢȈƃȶɰ ƃȢʥƃʰɰ ƃɽ ɽȃlj ɨljƃǁʰ ɽɁ ɥɨɁʤȈǁlj 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

“Nothing that is easy is ever worth doing.”

in Truckee in an old tin garage. With its rustic

Some of the best coffee plants come from

Coffeebar transformed Jibboom Street

being grown in the mountains at high

into a bustling haven for the community

altitudes - more struggle, more pressure,

of Tahoe’s north shore. But nothing that is

more challenges create a stronger, complex

easy is ever worth doing and challenges are

crop. Our founder GREG BUCHHEIST ER

where you grow. After three bad winters and

was raised on the mountains. As a champion

the constant seasonal swings in Tahoe and

ski racer in Winter Park, Colorado he learned

it was time to expand into a more consistent

his life lessons on the slopes: the constant

market. Nestled in Midtown Reno, Coffeebar

pursuit of excellence, the rewards of taking

opened in early 2014 and has since become an

risks, that luck favors the prepared, and

institution to the neighborhood and the Reno

that sometimes to open doors, you just

community as a whole. “We brought specialty

have to take the sledgehammer to the wall

coffee to Reno in a way that it hadn’t been

yourself. In 1998, while skiing and working in

executed before. Free of pretension and full of

an Italian restaurant, Greg created his own

heart,” says Buchheister. Coffeebar continues

opportunities by importing coffee from Italy,

to grow, expanding to a bakery in Truckee, a

ˎɨɰɽ ƃɰ ʥȃɁȢljɰƃȢlj ƃȶǁ ɽȃljȶ ƹʰ ɁɥljȶȈȶǼ ƺƃǹNjɰӝ

store in the Village at Squaw Valley, another

In two decades, he had opened twenty coffee

in Menlo Park, and a roastery in Midtown

concepts in Colorado, California and Nevada.

Reno opening in 2018. Each location with it’s

ȶ ljƃɨȢʰ їѕіѕӗ ƃǹɽljɨ ˎǹɽljljȶ ʰljƃɨɰ Ȉȶ ɽȃlj Ȉȶǁʍɰɽɨʰӗ 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. COF F EEBA R WAS BORN IN OCTOBER 2 0 10 on a back street

modern design and a strong belief in local, high quality food and sustainable practices,

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 ɽȃlj ƺɁǹǹljlj ƹʍɰȈȶljɰɰӗ :Ɂǹǹljljƹƃɨ Ȉɰ ǁljˎȶȈɽljȢʰ ȴʰ hit record.”

W H AT WE BELIEV E

OUR VALUES

PAS S ION

H OSPITALITY

S U S TA INABILITY

SPREZZATURA

GENEROSITY

W H AT WE BELIEV E

OUR ETHOS You belong here.

We’re only as good as the next cup we make. Śljԇɨlj ɁɰɥȈɽƃȢȈƃȶɰ ˎɨɰɽӗ ƹƃɨȈɰɽƃɰ ƃȶǁ ƺȃljǹɰ ɰljƺɁȶǁӝ 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 R OAST

OUR COFFEE

OUR COFFEE O U R M I S SION

VERTICAL 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. :Ɂǹǹljlj Ȉɰ ƃ ǼȢɁƹƃȢ Ȉȶǁʍɰɽɨʰ ɽȃƃɽ ljʯɥƃȶǁɰ Ɂʍɨ ǁljˎȶȈɽȈɁȶ of ‘community,’ and we are proud to be making that community a little larger.

OUR COFFEE

OUR COFFEE I TALI AN ROAS T

GIUSEPPE Our classic dark roast, this coffee is a crowd pleaser keeping up with Coffeebar’s Italian traditions. Strong ljȶɁʍǼȃ ǹɁɨ ƃǁʤljȶɽʍɨljӸˎȢȢljǁ ɰʍȴȴljɨ ǁƃʰɰ ƃȶǁ ƺȃȈȢȢʰ wake-me-up winter nights. This coffee blend is great with cream and sugar as well as straight black. A bold ƹȢljȶǁӗ ɽʰɥȈƺƃȢȢʰ ƺɁȴɥɁɰljǁ Ɂǹ ǹɁʍɨ ɽɁ ˎʤlj ɰljƃɰɁȶƃȢȢʰ 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, ˎȶƃȢȢʰ ƺɁȶɧʍljɨȈȶǼ Ȉɽ ʥȈɽȃ ƃ ɰɥljƃɨӗ ƹʍɽ ƃȢʥƃʰɰ ȃɁȶɁɨȈȶǼ

HAND ROASTED. VERTICALLY SOURCED.

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.

OUR COFFEE ESPRESSO B LEN D

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 ːɁʥȈȶǼ ȴɁʤljȴljȶɽ Ɂǹ ʥȈȶǁ ɨɁȢȢȈȶǼ Ɂʤljɨ ɽȃlj ȴɁʍȶɽƃȈȶɰӝ It encourages us to always keep moving forward.

OUR COFFEE D ECAF BLE ND

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. ȶɰɥȈɨljǁ ƹʰ :Ɂǹǹljljƹƃɨԇɰ ˎljɨƺljɰɽ ȢƃǁȈljɰ ƃȶǁ ǁȈljȃƃɨǁ ǁljƺƃǹ 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.

H O U S E B L EN D AWARDS & ACCO L ADE S:

HAND ROASTED. VERTICALLY SOURCED.

S CA S P E C I A L T Y CO F F EE EXPO DESIGN L AB 2019: Feature - Best of Packaging A M E R I CA N A DVERT ISIN G F EDERAT IO N : National Award Winner - Packaging Design Č řÝ Ą 9Ą Ç A Č ӳ ĀÝ Ç Ý :Ý ¸¸K: ě řK ě Č: їѕ їѕ Ӗ Feature - Best Specialty Coffee Packaging

OUR COFFEE

S I N G L E O R I G I N CO F F E E S

VERTICAL RESERVE

WH AT WE SE RVE

OUR FOOD & DRINK

OUR FOOD & DRINK

SUSTAINAB LE & FR OM SC R ATC H

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

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WHAT WE R E P

OUR RETAIL

OUR RETAIL

IN T HE N AME O F GI U S E P P E

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. :Ɂǹǹljljƹƃɨ Ȉɰ ˎȢȢljǁ ʥȈɽȃ ƺɨljƃɽȈʤlj ljȶljɨǼʰ ƃȶǁ ɰɁ ʥlj ɽɨʰ ɽɁ ƺƃɥɽʍɨlj ɽȃƃɽ Ȉȶ each item we design, whether it be an awesome tumbler, a super soft tee, or the newest coffee bag on our shelves.

OUR RETAIL

OUR RETAIL

HOW WE COMMUNICAT E

OUR DIGITAL

OUR DIGITAL

#PR OJ E C TF E E LGOO D

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.

OUR DIGITAL

COFFEEBAR.COM @COFFEEBAR

WHE RE WE CALL HO ME

OUR LOCATIONS

TH E ORIG IN AL D OUBLE E ’ S Born in 2010 out of an old tin garage on a small ƹƃƺȟɰɽɨljljɽ Ɂǹ AɁʥȶɽɁʥȶ ěɨʍƺȟljljӗ Ɂʍɨ ˎɨɰɽ 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.

COFFE E BAR TR UCKE E 10120 JIBBOOM S TR E E T TR UCKE E , CA 9 6161

TRUCKEE

IND USTRI A L

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E CL E CT I C

|

S M A L L TOW N CO O L

THE LION’ S DE 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.

COF F EEBAR RENO - MIDTOWN 682 MOUN T R OSE STREET R ENO, NV 89509

RENO

U RB AN | ORG ANI C | COMMU N A L

CONNECTION OV ER CONNECTIV ITY 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.

COF F EEBAR RE NO - McCAR R AN 9620 S McCAR R AN BL VD R ENO, NV 8952 3

MCCARRAN

A R T I SI N AL | COMMU N I CATI V E | STE AM-P U N K

DROP IN, G ET DOWN 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.

COF F EEBAR S QUAW VAL L EY 1750 VIL L AG E E AST ROAD, UNIT 61 S QUAW VAL L EY , CA 96146

SQUAW VALLEY

MO D ER N | ATH L E TI C

| E NER G ETIC

OUR F LOUR LA B ORATORY Just a hop, skip & jump away from our cafe in Downtown Truckee, our Bakery team is always mixing, testing, and concocting new recipes to share with locals and visitors alike. From savory items to sweet treats and a full line of gluten-free products from Whole Treats, everything is baked fresh from scratch and with love.

COF F EEBAR BAKERY 12 047 DONNER PAS S R OAD TR UCKEE, CA 96161

BAKERY

N EI G H B O R L Y | CO Z Y | C R EAT I VE

COFFE E BAR LIFE C YC LE - 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.

COFFE E BAR ME NL O PAR K ііљў : K Č ěÇĩě Č ěĄ K K ě ÃK Ǹ Ý Ā Ą ¶ӗ : ў љѕїњ

MENLO PARK

S L E E K | LU XU RY | T E XT U RE D

PL AYIN G W ITH 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.

COFFE E BAR R OAS TE RY 103 0 HAS KE L L S TR E E T R E NO, NV 89 509

ROASTERY

ED UCAT I O N A L | U N FI LT E RE D | CO N V E RSATIO N A L

POURIN ’ IN TH E PE N IN S ULA 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. :ÝyyK K 9 Ą Ą K AŚÝÝA : ěť їѕїѕ 9Ą Ý AŚ ť Ą K AŚÝÝA : ěťӗ : ў љѕћј

REDWOOD CITY

H I STOR I C | L U X E G R I T | I N T I MAT E, L O UNG E FE E L

FUTURE LOCATIONS

WHERE WE G O NEXT

OUR NEXT STORES SUNNYVALE, CA | 2024 MODERN | BUSTLING | TECHNOLOGICAL HUB | ENERGETIC

ODDIE BLVD | SPARKS, NV | 2024 AR TS & C ULTURA L SPAC E | I N N O VA T I O N H UB | BI ER G A R T E N -S T YL E S E AT I N G | C O M M U NAL

THE CROSSINGS | TRUCKEE, CA | 2024 LOC A L GA THERING SPA C E | M O U N T A I N - M O DER N | A T H LE T I C | I N V I T I NG

BAKERY EXPANSION | TRUCKEE, CA | 2023 EXPA NSIO N PROJEC T | F UL L S A VO R Y M EN U | SWE E T T R E A T S & D O N U T S | N E I G H B O RL Y

THANK YOU