While living abroad, our friend Peter McCoy discovered an exceptional, curated selection of Arabica coffee beans from the Hinterland coastal region of Eastern Australia above Byron Bay. The perfect environmental conditions and traditional organic farming techniques produce a bean with tremendous flavor and naturally occurring lower caffeine levels, (25% of traditional roasts) perfect for a focused and harmonious approach to life – all day, everyday.
This discovery presented a great opportunity to introduce this amazing product to a growing segment of health-conscious American consumers wanting to reduce caffeine intake without having to switch to de-caffeinated coffee or tea. Peter began importing the beans to the U.S. and contacted us to create an identity for the brand.
After a naming and writing exploration, we landed on the aboriginal word "Omaroo" which means ‘beautiful view’ in reference to the high view over the Pacific Ocean at Byron Bay. We combined this conceptual embrace of nature with aboriginal-inspired textures and colors to create a very restrained yet expressive perspective on the identity system and brand, perfectly articulated in the tagline "Cheer up, Slow down, Chill out." Sage advice indeed.