Maskell Growers grows premium produce for wholesale and direct buyers across Australia. Their operation was professional. Their brand was not. In six weeks we built a brand system and website that finally reflected what they actually deliver.
Maskell Growers had been operating for over a decade and had built a genuine reputation with wholesale buyers who knew them. The produce quality was consistently high — that part wasn't the problem. The problem was that their brand and website were doing active damage when new buyers tried to evaluate them for the first time.
The existing logo was a clip-art style mark that hadn't been updated in years. The colour palette was inconsistent across their packaging, vehicles, and digital presence. The website — a basic template setup — had no clear story about what they grew, who they supplied, or what made them worth calling over the next name on the buyer's list.
Buyers in the wholesale produce sector move fast. If your website looks like it hasn't been touched since 2014, the assumption is your operation hasn't either. Maskell Growers were losing enquiries before the conversation even started.
They needed a brand that communicated quality, reliability, and professionalism without losing the authenticity that comes from being a genuine family grower operation. And they needed it fast — trade show season was approaching and they wanted something they could hand people at a stand without being embarrassed.
Brand discovery and positioning workshopOne focused session with the Maskell Growers team — not a 12-week strategy process. We established their key differentiators (direct farm-to-buyer relationships, consistent seasonal quality, transparent growing practices), their primary audiences (wholesale buyers, restaurant groups, specialty retailers), and the one thing they wanted to be known for: reliability with character.
Logo and visual identity systemDeveloped three logo concepts anchored in the brief. The selected direction used a clean wordmark paired with a geometric mark built around the geometry of a leaf and a growth line — agricultural without being rustic, modern without being cold. Delivered in full suite: primary logo, secondary mark, single-colour variants, icon, and reversed applications.
Colour palette and typographyDefined a four-colour brand palette built around a deep agricultural green, a warm cream, a dark charcoal, and a fresh accent — natural enough to signal provenance, refined enough for professional sales collateral. Typography: a clean geometric sans for headings, a readable serif for body copy. Both chosen for versatility across print and digital.
Brand guidelines documentDelivered a practical, 24-page brand guidelines document covering logo usage rules, colour codes (CMYK, RGB, HEX, Pantone), typography hierarchy, photography direction, and packaging application notes. Built to be handed to any printer, designer, or marketing partner without needing Sumit Brands in the room.
Website design and buildDesigned and built a five-page WordPress site: Home, About, What We Grow, Wholesale Enquiries, and Contact. Clear messaging architecture — the homepage answers three questions in the first scroll: what they grow, who they supply, and how to start a conversation. Fast (Lighthouse 93), mobile-first, with a simple enquiry form connected to their CRM.
Supporting collateral templatesDelivered editable templates for trade show pull-up banners, wholesale price list, and email signature — all locked to the new brand system so future materials stay consistent without needing a designer each time.
Within the first month post-launch, website bounce rate dropped 48% compared to the previous site. Visitors were staying long enough to actually read what Maskell Growers do — the old site was losing people in under 20 seconds. The new site holds attention because it answers questions rather than asking visitors to figure out who they're dealing with.
Inbound enquiries — via the wholesale enquiry form and direct calls attributable to website visits — increased 2.3× over the following quarter. Two new wholesale accounts were opened within eight weeks of launch, both of which cited finding the website as their first contact point.
The trade show collateral landed well. The team reported more follow-through conversations at the show compared to prior years, and attributed the new pull-up banners and business cards with the updated identity as removing the "credibility gap" they'd previously noticed when handing materials to potential buyers.
The brand system continues to be used consistently across all channels 12 months on — something that wasn't happening before because there were no clear rules to follow. That consistency is what compounds over time: every touchpoint reinforcing the same signal about who Maskell Growers are and what they stand for.
"For years we'd been telling people verbally what we were about because nothing else was doing it for us. Now when someone visits the site or picks up our card, it actually looks like what we are. The enquiries changed straight away — better quality, more serious buyers. It paid for itself in the first two accounts we landed."— Director, Maskell Growers | Agricultural Produce, Australia
30-minute discovery call. We'll look at where your brand is today, where it needs to be, and give you a clear plan for getting there — usually in 4–8 weeks.
