April 18, 2019 By Alexa Beyer
Toby’s Estate no longer.
The popular coffee chain now goes by Partners Coffee.
The name change is part of a full rebrand for the Brooklyn-based roaster. The company, which has five locations in New York City including one in Williamsburg and another in Long Island City, unveiled a new logo, frontage, merchandise design, and more earlier this month.
The original name stems from a licensing agreement co-owners Amber Jacobsen and Adam Boyd had with Toby’s Estate, a large Australian coffee chain.
Jacobsen, who is Australian along with Boyd, said that many customers simply assumed they had brought the big chain to America. “People always referred to us as a corporate entity and it couldn’t be further from the truth,” Jacobsen told the news publication AdWeek earlier this month.
“In 2012, when we first set out to bring our love of coffee here to NYC, we were doing so without having access to origin or relationships with farmers we knew we would need to better source great coffee,” Jacobsen told the LICPost in a statement. “We leaned on the expertise and reputation of our friend, Toby Smith. We are so grateful for the wonderful working relationship we have had with Toby’s Estate Australia for the past seven years.”
The name Partners will allow the company to solidify its independence. It refers to the company’s partnerships with wholesalers, farmers, and distributors as well as with their team and customers.
“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,” Jacobsen said.
With the new name comes a new slogan: “We are only as good as the sum of our partners”.
The local roaster worked with New York-based creative agency Love & War to develop its logo design.