The Challenge

Despite being the trusted mill behind some of Australia’s best bakers, Wholegrain Milling’s existing website and marketing materials no longer reflected the calibre or ethos of the business. Their family story, steeped in sustainability, legacy, and craftsmanship—needed to be better communicated to artisan bakers, wholesale partners, and new audiences alike. With limited existing content and outdated tools, the brand lacked a cohesive way to express who they were and what set them apart.

The Approach

We began with strategy sessions to reframe how Wholegrain Milling presented itself, defining brand objectives, target audiences and key messages. A key focus was positioning the business not just as a flour producer, but as a professional, values-led brand grounded in time-honoured processes, regenerative principles and technical excellence.

Content quickly became a critical part of the project. With limited existing photography and a narrow seasonal window to capture farm life in its full beauty, we developed a content plan to hero the people, place and product in a meaningful, story-driven way—working within natural limitations.

Website

The new Wholegrain Milling website brings the spirit of the brand to life through a digital experience that feels warm, honest and refined. Designed to serve artisan bakers, wholesalers and collaborators alike, the site clarifies their story, showcases their process and product range, and creates space for education and connection. With a considered structure, intuitive UX and inviting tone, it reflects the integrity and soul behind this family-run business.

Content

We collaborated with photographer Dominic Loneragan to produce a library of rich, grounded imagery that captures the heart of the mill and farm. These visuals became the cornerstone not only of the website, but also of sales brochures, digital campaigns and event materials. The result is a unified content ecosystem that reflects the hands-on care and quality that define Wholegrain Milling.

The Result

Wholegrain Milling now presents with the clarity and professionalism that match its reputation in the baking world. From the website to printed collateral, every touchpoint tells a consistent and compelling story.