Loma

Services
Brand Direction
Strategy
Tone of voice
Identity System

In collaboration with our good friends at New Beach Media, Jane Fender partnered with premium coffee outfit LOMA, a team of seasoned industry veterans with ambitions to shake up the status quo. Together, we worked to consolidate an existing logo and establish the strategic direction for the brand’s evolution — defining its personality, tone of voice, tagline, and the broader communication framework that would carry LOMA into market with confidence and distinction.

Our creative exploration focused on finding the intersection between aesthetics and application. Highly visual, yet grounded in real-world practicality. We developed a flexible design system complete with visual toolkits, grid structures, and usage guidelines, ensuring that every expression of the brand, from packaging to digital and environmental design. The end result feels cohesive, confident, and unmistakably LOMA.