Lemdell
Adding authority and sophistication to Lemdell, Sydney’s premier Fruit and Vegetable wholesaler.
Lemdell is an Australian mushroom producer with more than 30 years in the industry, founded by an Italian immigrant with a strong connection to food and farming. I worked on a brand refresh designed to modernise the business while honouring its heritage across packaging, marketing, and digital platforms.
The existing brand lacked a clear visual system and didn’t fully reflect the quality or scale of the business. The refresh introduced a bold colour palette inspired by the vibrancy of fresh produce, anchored by a strong grass green. A more distinctive typographic hierarchy added authority while subtle heritage cues referenced the brand’s history, with heavier black elements bringing contrast and strength across the identity.
Beyond the core brand refresh, the goal was to extend the identity into meaningful touchpoints that connected with Lemdell’s community and industry network. The redesigned website became the central platform where the refreshed identity came together, built through interviews and discussions with stakeholders to better communicate the company’s story, products, and capabilities.
Alongside the Creative Director, I also helped conceptualise a new marketing pillar for the brand: Coltivare Magazine. Designed as a hybrid between a physical activation and a quarterly newsletter, the publication created a dedicated space for growers, chefs, buyers, and workers moving through the market each morning.
Together, the website and Coltivare Magazine expanded the brand beyond packaging and product into storytelling and community engagement, helping position Lemdell as both an established producer and an active voice within the local food industry.