Premium Lucerne Production – Biloela, QLD
At Alfa Vital, I was responsible for designing and developing an agricultural installation dedicated to producing premium lucerne products in Biloela, Queensland. This project required a hands-on blend of industrial design expertise along with practical welding and construction skills.

The challenges were diverse and often unique, pushing me to think creatively and adapt quickly. From concept to completion, I approached each hurdle with a problem-solving mindset, resulting in a highly functional and well-executed final product.

Key components I designed included three custom conveyor belts, a hydraulic press system, and full-scale dryer housed in shipping container. I also converted an old horse truck into a high-capacity bulk bin, complete with a walking floor and a self-levelling system to ensure consistent flow during processing.

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Graphic Design & Branding
Once the first phase of the project was nearing completion, I shifted focus to develop the visual identity and branding for the company. This included creating a new logo that reflected the brand’s values and agricultural roots, as well as designing supporting elements for both digital and physical touchpoints.

I crafted visual assets for the Facebook page, designed product labels for packaging, and conducted market research to ensure the branding aligned with the target audience. The result was a cohesive and professional brand presence ready to enter the market with confidence.

Logo design

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Product & Label Design
During the product development phase, we conducted customer research and identified a key insight: the majority of end users were women. Based on this, we made a strategic decision to package our horse feed in 15kg bags instead of the standard 20kg or 25kg options, making the product more accessible and easier to handle.

Alongside this change, I designed clear, appealing labels that communicated the product’s premium quality while aligning with the overall brand identity. The result was a more user-friendly product with thoughtful design choices informed by real customer needs.

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Facebook elements

For the Facebook page I made a profile picture, page header and a couple of different posts to promote our product.