Toby’s Estate is a brand whose perception doesn’t live up to its reality. Arguably the pioneer of good coffee in Australia, the brand has slowly diminished in the eyes of discerning coffee drinkers due to its proliferation throughout cafes around Australia and the emergence of smaller ‘on trend’ coffee roasters. Maud embarked on a journey with Toby’s Estate, beginning with brand strategy, the development of a big brand idea and the redesign of their visual identity and packaging.
‘Untold Stories’ is the platform from which our design is based. At the core of the idea Maud is seeding the myth that you can buy a coffee for a good story, bringing to life that stories are the ‘true explorers currency’.