Partners Coffee began as Toby’s Estate, an Australian-born purveyor that had operated independently in New York for eight years. As the company prepared for expansion, it set out to redefine its identity and presence.
Love and War developed a full rebrand, from naming to packaging, creating Partners—a brand that channels the spirit of heritage coffee houses and the warmth of mid-century New York counters. The new visual system by Brendan McAuliffe uses vibrant color, clear hierarchy, and nostalgic charm to express a modern, approachable coffee experience.
Brendan McAuliffe is a designer, illustrator, and art director specializing in concept-driven branding and identity systems. In 2024, he partnered with longtime collaborator Max Amato to launch Itch Projects, a studio built around curiosity, iteration, and imaginative thinking.
Based in New York, Brendan approaches each project with a focus on meaningful ideas, visual clarity, and storytelling that feels alive and handcrafted.
