From Paddock to Pack: Bringing Handcut Harvest to Life with Wickham Farms

At dms CREATiVE, we’re in the business of transformation. So when long-time client Wickham Farms — one of Australia’s most respected growers — asked us to support the rollout of their latest product launch, we knew exactly how to bring it to life with clarity, care and cut-through.

Handcut Harvest is a fresh-cut range of portioned, vacuum-sealed Australian vegetables designed for independent retailers and busy households. Developed by the Wickham team and brought to market through a collaborative rollout, the range represents quality you can see, convenience without compromise, and a paddock-to-pack story built on trust.

A fresh take on fresh produce

Handcut Harvest isn’t just a new product line — it’s a smart, strategic step forward for Wickham Farms. With over 50 years of supply partnerships under their belt, Wickham knew what worked. But this new range needed to do more: stand out in a sea of loose veg, speak directly to shelf buyers, and deliver real value to today’s time-poor shoppers.

That’s where we came in.

Crafting the rollout, together

Working closely with the Wickham team, dms CREATiVE led the development of the Handcut Harvest launch materials — blending strong messaging with a clean, confident visual identity.

Our scope included:

• A bold, well-structured landing page with clear calls to action and a focus on product education
• A crisp, contemporary product catalogue featuring refined messaging and callouts that bring the range to life
• Launch-ready social media content across Meta and LinkedIn, tailored to suit both retail buyers and end consumers
• Design support and creative direction for key brand assets, including the van wrap and other rollout visuals

Our designers and copywriters worked in sync — ensuring consistency across every touchpoint, from digital to physical, from fridge shelf to brand story. Every visual and written element was crafted to reflect the same promise: real food, packed with purpose.

We brought together functionality and warmth — anchoring the copy and assets in practical detail (think portion sizes, prep instructions, shelf life) while ensuring the brand felt recognisably Wickham: trusted, local, and quality-driven.

Why it works

This project was never about reinvention — it was about evolution. Wickham Farms already had the legacy, the quality, and the ambition. We helped translate that into a product experience that felt fresh, useful, and retail-ready.

We knew Handcut Harvest needed to be:

• Visually cohesive and practical for point-of-sale applications
• Easy for retailers and shoppers to engage with — through clear messaging and smart presentation
• Confidently positioned within Wickham’s broader brand — modernised but still unmistakably theirs

With the range now rolling out across stores and channels, it’s already gaining strong interest — and we’re proud to have played a part in bringing it to life.

Helping good food get seen

With Handcut Harvest, Wickham Farms now has a sub-brand that brings their next growth chapter to life — premium produce, thoughtfully packed, and ready for today’s retail environment.

If you're planning a new product launch or looking to level up your customer-facing assets, we can help turn good ideas into practical, polished results.

Explore the range or get in touch to plan your own fresh start.