Edlyn is a name with plenty of history. Since 1929, the business has grown from its Melbourne beginnings into a major Australian foodservice company, with a broad range of products used by chefs, cooks, and hospitality businesses nationwide. Today the wider Edlyn Foods portfolio also includes brands such as Wood’s, Bone Roasters, Greenwheat Freekeh and Sunnyside. Edlyn Foods

Within that broader business, the opportunity was to give Edlyn itself a clearer product-facing identity. The range is extensive and practical. Sauces, toppings, baking mixes, juices, syrups and other everyday foodservice products designed around quality, ease and consistency. But practical doesn’t have to mean generic. We saw an opportunity to build more personality around the range and speak to the people actually using it – chefs, cooks, retailers and hospitality teams who spend their days making things.

Our first step was to evolve the existing identity without losing its familiarity. A tighter visual system, stronger typography, confident use of Edlyn blue and a more editorial approach to food imagery gave the brand greater presence. Just as importantly, we developed a messaging framework that could move between product, provenance, quality and possibility. The early system paired product attributes such as quality, consistency, taste and Australian ownership with more expressive ideas including “A range of quality products, a world of possibilities” and “Let’s make something magnificent.”

That combination has become important. Edlyn needs to communicate reliability at scale, but it also needs to make food look good. A bottle of topping, a bag of mix or a tub of mayonnaise might be fundamentally functional, but in the hands of the right person it becomes something else entirely. Our job has been to connect those two worlds – dependable foodservice products and the creativity of hospitality.

Since then, the relationship has continued to expand. We work closely with the Edlyn team across packaging, campaigns, exhibitions, presentations, photography, video, social, editorial content, merchandise, digital and the website. Sometimes it’s a large brand project. Sometimes it’s a product launch, an expo stand, a shoot or a piece of sales material that needs to be out the door quickly. Together, those individual pieces build the larger brand.

The scale of the business also means the work is never really finished. New products appear. Categories change. Campaigns come and go. Different audiences need different things. Rather than treating the identity as something fixed, we’ve built a set of principles strong enough to create consistency while leaving room to experiment.

And that’s probably the part of the relationship we enjoy most. Edlyn gives us an opportunity to bring some of the energy, appetite and visual culture of hospitality into a large foodservice brand, while still respecting the practical realities of the industry. The result is a brand that feels more confident, more useful and considerably more alive – with plenty still to make.