Toby Estate Melbourne
Signage Partner from Day One
Since its opening in 2025, Toby’s Estate Coffee Roasters flagship café has partnered with us as its trusted signage provider. From initial launch branding through to ongoing promotional campaigns, we’ve delivered consistent, high-quality signage solutions that evolve with the café’s needs.
Our work spans everything from core shopfront signage to regularly updated window graphics promoting seasonal offers and special occasions. A standout example includes a custom abstract horse installation created for Chinese New Year 2026, designed to capture attention while aligning with the café’s premium aesthetic.
By combining fast turnaround times, attention to detail, and a deep understanding of the brand, we’ve become their preferred signage partner—supporting their visual presence from day one through to today.
melbourne, Australia
Toby’s Estate Coffee Roasters
The challenge
As a flagship café in Fitzroy, Toby’s Estate required a visual presence that reflected its premium brand and reputation from the very beginning.
In a city renowned for its competitive, design-conscious café culture, standing out is about more than great coffee—it’s about creating an environment that feels refined, consistent, and visually engaging at every touchpoint.
Beyond the initial launch, the challenge extended into maintaining that presence over time—adapting signage for seasonal campaigns, special promotions, and cultural events without compromising the café’s premium identity.
The objective
Our signage strategy aimed to:
- Establish a strong, premium presence from opening day
- Maintain brand consistency across all visual touchpoints
- Provide flexibility for frequent campaign updates and seasonal promotions
- Enhance the customer experience through thoughtful, integrated design
- Support long-term brand growth rather than one-off execution
The Solution
We partnered with Toby’s Estate from pre-launch through to ongoing campaigns, delivering a complete signage solution that evolves with the café.
Phase 1: Pre-Launch Campaign
Ahead of the café’s opening in January 2025, we installed full-window graphics while internal renovations were underway. These graphics provided privacy for the fit-out while building anticipation in the local community. The design featured a clean white-on-black palette, bold central typography announcing the opening, the Toby’s Estate logo at the top, and website and social handles subtly positioned at the bottom.
Inside the café, we added custom fridge stickers labelling “Drinks” and “Freezus”, helping customers easily identify chilled items while adding a playful branded touch to the interior.
Phase 2: Seasonal & Cultural Campaigns
In January 2026, we created a large-scale abstract horse installation for Chinese New Year—Year of the Horse. The design balanced cultural relevance with a modern, artistic execution, complementing the café’s premium identity while engaging both regular visitors and the wider community.
Phase 3: Ongoing Promotions
Most recently, in March 2026, we updated the café’s windows to showcase the Lychee Lamington promotion. The old graphics were carefully removed and replaced with new designs, demonstrating our ability to deliver flexible, timely, and high-quality solutions that maintain the café’s premium look and feel.
Across all phases, our approach prioritises consistency, quality, and brand alignment, ensuring every installation reinforces Toby’s Estate’s visual identity and elevated positioning.
Phase 1 – Opening January 2025
Phase 2 – Year of the Horse
Materials & Execution
Window Graphics
- Digital print vinyl for promotions and seasonal campaigns
- Vinyl-cut graphics for branding and informational elements
- Removal of old window graphics prior to installation
Fridge Graphics
- Custom digital print vinyl stickers, including labels like “Drinks” and “Freezus”
Production & Installation
- Precision production and professional installation
- Fast turnaround to support marketing timelines
- Strict adherence to brand guidelines and visual identity
The result
Toby’s Estate now presents a cohesive, premium visual identity that evolves alongside its business. From pre-launch to seasonal campaigns and ongoing promotions, the signage has:
- Enhanced the café’s street presence and customer experience
- Maintained brand consistency across all touchpoints
- Strengthened engagement for local visitors and the broader Melbourne community
Through reliability, attention to detail, and a deep understanding of the brand, we have become their preferred signage partner, delivering solutions that grow with the café and reinforce its position as a premium flagship destination.
Phase 3 – Lychee Lamington