Toby’s Estate Rebrands to Partners Coffee

Photo Source: Partners Coffee

In 2012, Adam Boyd, Amber Jacobsen, and Toby Smith teamed up to opened a café and roastery in Williamsburg, New York, under the name Toby’s Estate, a name that was licensed from a well-known coffee purveyor in Australia. Seven years and five cafés later, the company has officially changed its name to Partners Coffee. The new name and branding were launched on Saturday, April 6, to coincide with the SCA Expo.

“After months of preparation, we are delighted to introduce our new name and brand identity, Partners Coffee,” say Jacobsen and Boyd in a statement from the company. “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 name change is a part of the company’s preparations to expand. Having a distinct name allows the company to scale and operate cafés domestically and internationally as a fully independent roaster. The new name and identity also reflect the co-founders’ commitment to sourcing and roasting quality coffee.