What’s in a name? In the crowded world of speciality coffee, names are a huge differentiator. For the coffee company formerly known as Toby’s Estate, a new identity was in order. The Brooklyn-based coffee roaster with five locations around the city, including one in Bushwick on Wilson Avenue, is now Partners Coffee.
Toby’s Estate is a coffee chain in Australia with dozens of locations and founders Amber Jacobson and Adam Boyd had been licensing the name since 2012. The building has always operated independently and it was time for the name to reflect that without any licensing fees.