Old Macaroni Factory

Old Macaroni Factory

Built in Hepburn Springs, Victoria (Australia) in 1859 by brothers Pietro and Giacomo Lucini, the Old Macaroni Factory has a fascinating history and a rich cultural heritage, which offered a unique opportunity to create branding that blends both its past and future. The meticulous renovation and transformation into a special events venue provides a chance to celebrate its origins while appealing to a modern audience.

With this in mind, LCD was tasked with developing a contemporary yet timeless brand identity. The result is a playful logo, paired with modern typography and a Mediterranean-inspired colour palette that is both bright and warm, capturing the essence of the venue’s unique character.

Client: Old Macaroni Factory
Discipline: Branding • Print Design • Digital

Logo concept

Hidden within the ‘o’ of ‘Macaroni’ are two cropped abstract pasta shapes moving through the crop as if on a factory conveyor belt – a playful reference to the building’s past.

“We love what LCD have done with our branding. The use of logo, merch potential, playfulness, everything. We always knew you were good and you never disappoint”

Jennie Wilmoth, Owner