Vertical Reserve
BRANDING | PACKAGE DESIGN | ILLUSTRATION
Client: Coffeebar
Agency: Coffeebar, Creative Director
Coffeebar's Vertical Reserve single origin coffees are based on a philosophy that drives every decision we make. "Vertical Sourcing" is a concept where quality goes hand-in-hand with intentional sourcing, long-term 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. Coffeebar’s sources its 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. The goal behind the design of each of the Vertical Reserve coffees is to continue that storytelling to our guests by highlighting each unique coffee, its region, and the people who produced it through thoughtful design, cultural research, and passionate creativity.
24 Unique Bag Designs.
Each Starting with a Story.
I dive into each project by learning about the farmers and importers and the region they come from. From there, my inspiration for the illustrations comes from anywhere — traditional textiles or artwork, tasting notes, animals of the region, architecture, stories shared with us by our partners — the list really goes on. Each design is unique to that coffee and so the source of inspiration and approach changes each time. That process allows me to gain a closer connection to each of the coffees and to the many hands who produced it.
Within the first year of launching the Vertical Reserve brand, Coffeebar increased in single origin coffee sales by 60%. Not only is this a testament to the quality of coffee we were intentionally sourcing and roasting in-house, but also an inspiring thought that we were creating connections from farmer to guest by sharing their stories through design.
