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McLean Farms
A legacy agricultural brand refreshed with clarity, confidence and respect for where it all began.
McLean Farms engaged RSM to refresh its brand identity at a pivotal point in the business’s growth. As a family-owned Darling Downs business, an industry leader and one of Queensland’s major egg producers, McLean Farms needed a brand that better reflected its scale, professionalism and future direction, while still honouring its history, values and deep agricultural roots.
RSM developed a refreshed visual identity, brand mood board, logo suite, colour palette, typography direction and supporting brand collateral, including business cards, letterhead, email signature and presentation templates. Alongside the rebrand, we also developed two branded presentations for key stakeholder moments: a Ministerial Visit presentation and a Community Engagement presentation.
The refreshed McLean Farms identity created a more confident, cohesive and commercially aligned brand system, giving the business a stronger platform for stakeholder engagement, recruitment, community communication and future growth.
The approach was never about starting again. It was about creating a stronger identity for the next chapter.
Key project outcomes included:
Development of a refreshed brand identity that respected the legacy of the business while better reflecting its current scale.
Creation of a new logo suite and brand style direction for consistent rollout across digital, print and operational touchpoints.
Development of key collateral including business cards, letterhead, email signature and presentation templates.
Design and copywriting support for Ministerial Visit and Community Engagement presentations.
A clearer visual and verbal identity to support McLean Farms’ positioning as a family-owned Darling Downs business and major Queensland egg producer.
A rebrand that honoured where McLean Farms came from, while giving the business the clarity and confidence to move forward.
