Partners Coffee

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.

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See more: Partners on Instagram

Photography: Partners Coffee Roasters

Exterior of the Partners Coffee café in Long Island City, featuring the brand identity, signage, and storefront designed by Love & War.
Barista pouring latte art into a Partners Coffee cup featuring the brand identity and packaging designed by Love & War.
Partners Coffee branded takeaway cups showcasing the café's visual identity and packaging system designed by Love & War.
Coffee packaging system for Partners Coffee, part of the complete brand identity and packaging design developed by Love & War.
Partners Coffee cold brew can and iced coffee showcasing the packaging design and visual identity created by Love & War.
Partners Coffee cold brew cans showcasing the packaging design and visual identity created by Love & War.
Partners Coffee branded takeaway cup showcasing the visual identity created by Love & War.
Partners Coffee espresso bag featuring the packaging design and visual identity created by Love & War.
Canvas tote filled with Partners Coffee bags showcasing the packaging design and brand identity created by Love & War.
Partners Premium Tea packaging featuring the visual identity and packaging design created by Love & War.
Brewing Partners Premium Tea from packaging designed by Love & War, showcasing the brand's visual identity and retail experience.