Paramone Coffee: Brand Identity Development

Overview Developed a culturally grounded brand identity for Paramone Coffee, a natural coffee brand from Papua New Guinea, owned by retired NRL player Justin Olam. The identity celebrates heritage, authenticity, and pride through symbolism rooted in the Simbu Province.

Challenge The brand required a logo and visual system that honoured the owner’s cultural background while remaining versatile for modern coffee branding. It was essential that the identity felt authentic to Papua New Guinea, reflected Simbu Province traditions, and communicated quality and strength without becoming overly complex.

Solution Designed a logo inspired by the traditional face of a figure from the Simbu Province, representing heritage, strength, and identity. The colour palette was drawn directly from the Simbu provincial flag, reinforcing cultural authenticity and connection to place. A structured logo system and comprehensive style guide were created to ensure consistency across packaging, storefronts, and digital platforms.

The Paramone Coffee colour palette features warm earth tones and bold accents that reflect the brand’s natural roots and vibrant personality. Rich browns evoke the warmth and depth of coffee, grounding the brand in authenticity. The use of greens and reds adds energy and cultural richness, inspired by traditional elements and coffee agriculture.

Outcome Paramone Coffee now has a strong, culturally authentic brand identity that honours Papua New Guinea heritage while performing confidently across commercial applications. The final system balances tradition and modernity, positioning the brand as both meaningful and memorable.