Premium Kona Coffee producer Greenwell Farms had created a new exclusive coffee varietal, Mamo, originating from two distinctive Arabica coffee parents. After twenty years of perfecting the roast, the next step for Greenwell Farms was to launch the product. They approached Orange Label with a minimal budget and a need to market this unique coffee in an impactful way.

Orange Label began by illustrating packaging and a label as unique as the roast itself. The coffee was introduced via email blasts, with an exclusive preview to their loyal Coffee Club members and then to their remaining customers. Through dynamic motion graphics, Mamo was also announced on social media via sponsored posts in order to reach existing and prospective customers. Greenwell Farms sold out of this coffee varietal after only six months, and the return on investment was astronomical.