Reintroducing Toby’s Estate Coffee
Since 1997, Toby’s Estate Coffee has been at the forefront of Australia’s specialty coffee movement. Following a notable New York debut in 2012 and strong expansion across the Middle East, the brand returned to the U.S. at a moment defined by an increasingly competitive artisanal landscape and a more discerning coffee audience.
In close collaboration with Pinnacle Group, King & Partners led a comprehensive reintroduction—developing strategy, U.S. market positioning, brand identity, and experience. The result is a distinctly market-relevant expression that remains grounded in Toby’s Australian heritage while confidently redefining its place in the U.S. coffee culture.
Illustration by Debora Szpilman.
Since 1997, Toby’s Estate Coffee has been at the forefront of Australia’s specialty coffee movement. Following a notable New York debut in 2012 and strong expansion across the Middle East, the brand returned to the U.S. at a moment defined by an increasingly competitive artisanal landscape and a more discerning coffee audience.
In close collaboration with Pinnacle Group, King & Partners led a comprehensive reintroduction—developing strategy, U.S. market positioning, brand identity, and experience. The result is a distinctly market-relevant expression that remains grounded in Toby’s Australian heritage while confidently redefining its place in the U.S. coffee culture.
Illustration by Debora Szpilman.
- Brand Positioning & Strategy
- Brand Identity
- Store Design Concept
- Experience Direction
- Packaging & Collateral Design
