Coltivare Magazine
A Magazine That Positions Lemdell as a Cultural Authority in the Sydney Markets.
Working with Lemdell wholesalers, we developed Coltivare Magazine as a new pillar of the brand’s marketing strategy. What began as an idea for a coffee cart activation with a branded newspaper evolved into a quarterly publication celebrating Sydney’s mushroom growers, chefs, and seasonal produce, complete with its own logo and visual identity.
The magazine was designed to strengthen Lemdell’s connection with the growers, chefs, and buyers moving through the Sydney markets each morning, creating a tactile way to share the brand’s story while increasing brand awareness, strengthening relationships, and building a library of content owned by the brand.
Working closely with TNM's Creative Director, I helped conceptualise Coltivare as both a publication and a physical activation. Each issue features stories from Lemdell, a grower, and a chef, alongside seasonal recipes that bring the produce to life.
As the magazine’s designer and typesetter, I developed a consistent grid, typographic hierarchy, and layout system to ensure clarity and readability across each issue. Within this framework, feature articles occasionally break the rules, giving every edition its own rhythm and personality.
To support the launch, the magazine was paired with a vintage Italian-style coffee cart activation we designed, titled Caffè Bianco, a nod to the family name of the original Italian immigrants behind the business. This created a memorable touchpoint within the market, where visitors could collect the magazine alongside a coffee brewed by the Lemdell sales team.
Now five issues in, Coltivare has become a cornerstone of Lemdell’s marketing, strengthening the brand’s connection to its growers, chefs, and wider community.
