Myrtle & Blossom

REAL FOOD CAFé AND ARTISAN PRODUCE IN SANDGATE

A wholesome brand identity grounded in place and purpose

Project overview

Chef Mike Kirwin approached LloydGrey with a vision to create a café and gourmet eatery in Sandgate built on paddock-to-plate values and a strong connection to local growers and producers. With the name Myrtle & Blossom already chosen, our brief was to create a distinctive brand that could flex across all touchpoints—from signage, menus and providore labels to website and social media.

Strategic brand development

We began with a deep dive into the brand’s values and aspirations. Myrtle & Blossom needed to communicate honesty, quality and a strong sense of community. The brand had to be clean, tactile, and adaptable—built for an audience who values sustainability, wholesome food and authentic connection.

We delivered a clear brand strategy that would guide not just the visual identity, but also marketing messages and tone of voice. This framework supports repeat business, word-of-mouth referrals, and digital engagement—creating a self-sustaining growth model for the café.

Brand identity and visual language

The name offered a distinctive and evocative foundation suggesting fresh natural ingredients and an artisanal quality that aligns with the café’s paddock-to-plate values. To amplify these associations, we designed a simple, adaptable brandmark that features a stylised myrtle flower encircled by the name and location. The single-colour identity is legible and flexible, and allows for low-cost reproduction across packaging, merchandise and environmental touchpoints. Importantly, it complements the heritage-listed architecture of the site and fits seamlessly into the village character of Sandgate.

The broader visual system and tone of voice were designed to feel personal, expressive and relevant—tactile and hand-drawn where appropriate, yet clean and contemporary.

Website and social media

To ensure Myrtle & Blossom’s digital presence reflected the brand, we provided direction on photography, storytelling, tone of voice and social content. The goal: a welcoming online presence that mirrors the real-life experience.

Outcome

The resulting brand has become a highly regarded part of the Sandgate community and continues to shape how the business grows and connects with its audience. The name Myrtle & Blossom is now locally synonymous with honest food, warmth, quality and hospitality—a brand that feels like home.

Key brand messages included:

Come, taste, share.
Everyday food can be extraordinary.
Honest food, lovingly made.
Where community and flavour bloom.

"When we started our business, we had a vision for what we wanted to create but couldn’t articulate it into a brand. Nicki, Tim, Julia and the team...
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…at LloydGrey turned our vision into an identity and helped us to find ourselves.

Our brand and its strong, clear identity has shaped not only who we are as a business but also how we do business. Our brand is reflective of our values, our culture, our sense of place, and our commitment to quality and our name is now locally synonymous with these positive qualities. It also now helps to shape the decisions we make, as we move forward into our fourth year, which only reinforces our brand further. None of this would be possible without the strong brand foundation laid by LloydGrey and their continued support.

The team at LloydGrey are truly exceptional. Their work is of the highest quality but what really sets them apart is their unique ability to listen with empathy, acuity and kindness to truly understand the human story behind your business. LloydGrey has been so incredibly supportive of our business and is genuinely excited to watch us grow on our journey. Kristy and I could not be more grateful to know and work with such amazing human beings – Thank you LloydGrey.”

Owner — Myrtle & Blossom