Loma
Taking a Byron Bay speciality roaster from zero to launch. We delivered the e-commerce store, brand video, social strategy and product drop to get beans into bags and into people's hands.
Year
2025
Industry
Specialty Coffee / FMCG
Role
Content & Creative, Marketing, Digital Product
Results
2x
conversion rate for returning users
+68%
coffee subscriptions in 6 months
567,625
organic content views in 1 year
Challenge
A new speciality roaster launching from a standing start, with no existing customer base, no social following and no market presence to build on in Byron Bay's already crowded coffee scene.
Launching into Australia’s coffee market meant entering a crowded and highly competitive category, with established local roasters, national brands and cafés all fighting for attention. LOMA needed to build trust, recognition and relevance quickly, without falling into the predictable specialty coffee playbook of polished product shots and generic quality claims. The challenge was to show what made the brand different in a way that felt authentic, memorable and commercially useful across both wholesale and direct-to-consumer channels.
Solutions
Content & Creative
New Beach shaped a content-led approach that focused on the people and places behind LOMA, rather than just the product. We built the brand story around the founder's experience, the cafés that serve LOMA, the Byron community that shaped it, and the everyday rituals that make coffee meaningful and personal. Tapping into the creative community of the Byron Shire, we produced a huge amount of content across social, website and paid advertising, that gave LOMA a warmer and more distinctive presence, helping the brand stand apart in a competitive market while building credibility, connection and a clear reason for people to choose LOMA.
Marketing
We shaped the social strategy and the launch of the first product drop, creating the momentum to get beans into bags and into people's hands.
Digital
An e-commerce store built and launched from scratch gave Loma its foundation for direct sales from day one, ready to take the first product drop straight to launch-day customers rather than routing early sales through a third-party retailer while the brand found its feet.
