Coffee with a Brooklyn state of mind
Toby’s Estate – an Australian coffee brand with a significant global presence – had been operating multiple stores in New York. However, ownership felt the brand’s Australian backstory and “mass market” perception was not resonating with local NYC audiences and was out of step with the hyperlocal, Brooklyn-inspired, boutique experience it delivered.
Rather than an incremental change or light brand refresh, the solution Love & War developed with ownership was to abandon Toby’s entirely and create new brand from scratch. The result was Partners Coffee Roasters – a brand that spoke to local roots and signaled a personal commitment to all who the company relied on for success, from growers and sourcers to distributors, customers and the local community. In addition to the brand strategy, name and identity design, Love & War developed the product packaging, retail signage, uniforms, and other key touchpoints.
Evokes heritage coffee brands and the classic energy, optimism and simplicity of mid-century New York coffee counters, but in a bold, colorful way that feels fresh and contemporary.
Sprudge Coffee NewsSee more: Partners on Instagram
Photography: Partners Coffee Roasters
Category
Retail
What we did
Brand strategy
Naming
Visual identity
Packaging
Signage
Retail experience
