Lemdell
Adding authority and sophistication to Lemdell, Sydney’s premier Fruit and Vegetable wholesaler.
Lemdell needed a refreshed brand that felt modern while honouring over 30 years in the mushroom industry, a legacy begun by the founder after immigrating from Italy. I worked across packaging, brand stationery, guidelines, and a redesigned website that highlighted both heritage and innovation.
Whitepapers were updated to reflect a more professional voice, and alongside the creative director, I helped conceptualise a new marketing pillar: Coltivare Magazine. What began as ideas for a coffee cart activation with a branded newspaper evolved into a quarterly magazine celebrating Sydney’s mushroom legends, complete with a new logo and visual identity. And we kept the coffee cart.
We simplified the logo by removing the secondary colour palette, which felt confusing, including the dated brown, and stripped back the palette to let product photography and content take focus. Incorporating deep black across branding and imagery added a sense of legacy and premium quality. The core modern sans-serif typeface was retained, complemented by a bold condensed font and Viola Memoires to honour Lemdell’s 30-year Italian heritage.
For the whitepapers and labels, we continued the simplification trend by creating clean, sectional layouts that used Lemdell green as a visual divider. The retail label system was completely refreshed, with increased colour saturation for each fruit and vegetable range to make them more eye-catching on shelves while also improving readability and ensuring they were cohesive with the brand.