Toby’s Estate Taps Influencers To Launch First Concept Coffee Range


Toby’s Estate Coffee Roasters has launched its first ever concept coffee range – the Underdog Series.

The series shines a spotlight on the world’s relatively unknown, but emerging specialty coffee producing regions. The Australian business leads the local market in selling specialty coffee from regions including Uganda, Malawi, Mexico and Myanmar.

For the first time, Toby’s Estate has strayed from its traditional black and craft packaging to create a bespoke design for its Underdog Series products. Melissa So is behind the creation that features digitally printed illustrations and pops of bright orange on kraft brown bags.

The Underdog packaging maintains the core design DNA of Toby’s Estate’s existing single origin line-up, however, the illustration helps distinguish the Underdog coffees as breakout items.

“The artwork concept of our Underdogs Series is embodied by the image of a blind-folded boxer, a visual allegory of his perceived disadvantage,” So said.

“Despite this perception, he stands ready to fight just like our remarkable coffee illustrated in the style of a tarot card, the Underdog is played because it is the answer to what is ahead for the future of coffee.”

The Underdog Series is supported by digital and social, PR and an influencer campaign which kicked off in late October and runs through to Christmas.

The teaser digital campaign includes in-house curated content to be used across the website, Instagram and Facebook. The digital campaign continues following the product launch with a small re-marketing and EDM campaign, while continuing with curated social media content.

From late October, Toby’s Estate partners with VAMP Visual Amplifiers have been engaging a highly-concentrated group of coffee-addicted influencers to assist with online content.

The PR campaign sees an intimate media tasting event held at Toby’s Estate’s Chippendale headquarters.

The Underdogs Series highlights a new region each quarter, with Myanmar’s Myaing Village single origin the first release. The coffee is available in Toby’s Estate cafes nationwide and online at

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