Loma

LOMA Coffee is a Byron Bay-based coffee brand created by founders Dan, Nikki and Kyle, lifelong coffee lovers with deep hospitality experience and a clear ambition to make great coffee feel more human, generous and approachable. Built around the idea that coffee is more than a habit, LOMA celebrates the rituals, people and places that shape Australian coffee culture, from cafés and home brewing to the coastal Byron lifestyle that sits at the heart of the brand.

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.

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.