Challenge

Moisin Fresh is a liquid coffee concentrate sourced from Papua New Guinea, a country recognised as one of the world’s leading producers of high-quality, organically grown coffee. Despite its exceptional provenance, the existing brand lacked the presence, character and storytelling needed to express the richness of its origins. Our task was to create a new identity and packaging system that would showcase the beauty, depth and authenticity of this uniquely Papua New Guinean product. The challenge lay in capturing not only the product’s coffee credentials, but also the broader sense of place – the exotic landscapes, extraordinary wildlife and vibrant culture that define PNG. The brand needed to feel premium, artistic and true, capable of standing proudly in local and international markets.

Approach

We immersed ourselves in the environment that shapes PNG coffee. The country’s mountainous terrain, rich volcanic soil and pristine ecosystems create some of the most sought-after coffee in the world. This geography, along with the biodiversity surrounding the farms, became central to the creative direction. The identity celebrates this abundance through highly detailed illustration, expressive typography and a layered visual language that feels both crafted and alive. Birds of paradise, lush foliage and natural textures were illustrated with great care, reflecting the precision and pride that go into growing and harvesting coffee in Papua New Guinea. The packaging was treated as a piece of art, allowing every panel to reveal another moment of discovery. Type, colour and print techniques were considered thoughtfully to ensure the product felt premium while honouring the culture and environment that produced it. The aim was to make Moisin Fresh instantly recognisable as a coffee with genuine origin – not generic, not manufactured, but deeply rooted in one of the world’s most important coffee-growing regions.

Result

The new identity and packaging transformed Moisin Fresh into a brand with real presence and cultural resonance. Consumers could immediately see and feel the story of its origin, while the artistic execution elevated the product into something giftable, collectable and proudly representative of PNG’s world-class coffee heritage. The brand now communicates authenticity and quality at a glance, allowing Moisin Fresh to stand confidently in markets where provenance and storytelling shape purchasing decisions. The combination of rich illustration and clear coffee credentials created a distinctive brand that captures both the beauty of Papua New Guinea and the excellence of its coffee.

Key takeaway

When a product is rooted in a place as extraordinary as Papua New Guinea, the brand must honour that story. By elevating its coffee credentials and expressing the vibrancy of its origin through crafted illustration and detail, Moisin Fresh gained an identity as remarkable as the coffee itself.