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. My role was to work on packaging design for different collaterals in close collaboration with the design director.
Illustration by Debora Szpilman.
BRAND POSITIONING & STRATEGY
BRAND IDENTITY
STORE DESIGN CONCEPT
EXPERIENCE DIRECTION
PACKAGING & COLLATERAL DESIGN
VIEW CASE STUDY