Toby’s Estate now Partners Coffee
Toby’s Estate, the Brooklyn-based coffee roaster has rebranded to Partners Coffee.
The new name and visual identity is an expression of gratitude for the company’s mutually beneficial partnerships with wholesalers, farmers and distributors, as well as the team, loyal customers and local community who continue to nurture a shared coffee culture experience. The refresh will allow the company to scale and operate cafés domestically and internationally as a fully independent coffee roaster.
“After months of preparation, we are delighted to introduce our new name and brand identity, Partners Coffee,” said co-owners Amber Jacobsen and Adam Boyd. “We are only as great as the sum of our partners, and we are excited to continue evolving and growing with a new look, feel and name that fully embodies who we are and what we stand for.”
The company was founded in Williamsburg, Brooklyn in 2012 as Toby’s Estate Coffee Roasters, a name that was licensed from a coffee purveyor in Australia. Jacobsen and Boyd have always operated the US business independently.
“It’s a courageous thing for a company to change its name, especially when it has earned the respect and loyalty of its customers and peers. I deeply admire how this company has approached their renaming as an opportunity to express so clearly its values and identity,” said Peter Giuliano, chief research officer at the Speciality Coffee Association. “The name ‘Partners’ is meaningful to me as a coffee person–it recognizes the reality that great coffee is reliant on an entire network of people from both within and outside of any given company.”
Partners Coffee worked with New York-based creative agency Love & War to develop the new branding, and coffee bag producer Savor, for the new packaging. Savor uses waste-free manufacturing and offers zero-waste compost solutions. Used coffee bags are collected, shredded, pelletized and made into materials such as garbage bins and watering cans, and 100% of the collected bags are recycled – never landfilled or incinerated.
Partners Coffee has five neighborhood café locations in New York City, state of the art educational and roasting facilities and a robust wholesale business that includes clients such as Dean & DeLuca, Google, Whole Foods, Le Bernardin, maman, Orwashers and more. With an unwavering commitment to coffee integrity and education for wholesale clients and consumers alike, Partners Coffee looks forward to bringing quality coffee to New York and beyond for years to come.