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Custard Apples Australia

Food Artisan & Growers
Logo - Custard Apples Australia

Custard Apples Australia's redesigned website inspires both growers and consumers, blending storytelling, vibrant visuals, and practical functionality. The platform connects the community, showcases recipes, and provides growers with streamlined access to resources and membership tools.

The story of this project

About Custard Apples Australia

Custard Apples Australia is the industry association created by growers, for growers. Spanning the sub-tropical regions from the Sunshine Coast to the Atherton Tablelands and Northern NSW, the community is united by a passion for sharing knowledge, resources, and stories that elevate the fruit's profile.

Their mission blends education, advocacy, and inspiration, encouraging growers to thrive while inviting consumers to bring custard apples into their homes in creative ways. Collaborating with Karen Martin and the team was a chance to work with a community that values connection, storytelling, and tangible results.

About the Project

The old site had grown organically over the years, full of valuable content but lacking a cohesive structure or clear navigation paths. Our goal was to create a dual-path platform: one that engages consumers with the beauty, flavour, and versatility of the fruit, and another that equips growers with the tools, updates, and connections they need.

The invitation to collaborate with Custard Apples Australia came via my client Karen Martin of Yanalla Farms, and we were fortunate to secure a QLD Government grant plus additional support from Hort Innovation.

www.custardapple.com.au

Scope

    • Website Revamp
    • Membership Portal
    • Subscription Management
    • Search Engine Optimisation

     

Collaborators

Considerations & solutions

Starting Point:

Working with a legacy website meant navigating a huge repository of content while streamlining the migration process.

We had minimal branding to work with and a collection of resources with inconsistent imagery. The existing membership system needed automation, and the benefits of the membership portal weren't being realised due to unclear pathways and access issues.

Our Approach:

We began with brand clarity through the StoryBrand™ methodology, working with Dante from Clickstarter to establish a clear message beyond just the logo and colours. This foundation allowed us to create an engaging, visually harmonious site that nurtures both consumer curiosity and grower functionality.

The technical side involved automating membership processing, enabling multiple user group access, and setting up systems for managing legacy content dating back to the early 1990s. Every decision was made with both audiences in mind—casual browsers discovering the fruit and dedicated growers accessing practical resources.

Collaboration

Working closely with Karen Martin and Cassie Warren from CAA, Stuart and I mapped out initial requirements and pain points in their current membership processes. Dante from Clickstarter collaborated with me on walking CAA through the BrandStory™ methodology, which became a key factor in both design flow and copy direction.

Stuart from OPN 365 pioneered the data migration and cleanup of membership resources dating back to the early 1990s - a massive undertaking that required careful planning and methodical execution. The team dynamic was collaborative and patient, understanding that good foundations take time to build properly.

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Design & functional approach

Community storytelling through design:

  • Dual-audience focus with clear navigation paths tailored to consumers and growers
  • Visual translation of the new brand story to elevate Custard Apples Australia's online profile
  • Mobile-first responsive design with intuitive content flows supporting both casual browsing and practical grower needs

Standout Moments:

The magic happened when design and content found their harmony once the brand message was clear. Every member of their community has an inspiring story to share, and this beautiful platform gives them the opportunity to do just that. The integration of personalised photos of growers and their farms brought the human stories to life, transforming a functional association site into a vibrant community hub.

www.custardapple.com.au

Custard Apples Australia's new online home

Outcome & Impact

The redesigned site presents Custard Apples Australia as both a storyteller and longstanding industry advocate. Public visitors are welcomed with warmth and inspiration, learning about the fruit and discovering dozens of ways to enjoy it. Growers are supported through a purpose-built members portal rich with seasonal updates, field resources, and community connection.

The platform blends emotional storytelling with practical function, elevating the fruit's identity and reaffirming the association's role as a champion, educator, and hub for growers and enthusiasts. Three years later, the site thrives with community engagement, testament to Karen's ongoing dedication and content mastery.

Reflections

There's something deeply satisfying about giving dated, tired systems a new life - I experience this with my forever-renovating post-war bungalow, but it's especially rewarding with website revamps where results come much faster than my 8-year renovation project!

This project embodied my mission of creating meaningful connections between communities and their digital presence. By clarifying the brand story first, we transformed a functional association website into a vibrant community platform that celebrates both the fruit and the passionate people who grow it. It proved that even the most niche industries can benefit from thoughtful storytelling and customer-centred design that makes complex agricultural knowledge accessible and inspiring.

 

www.custardapple.com.au