Country Maid had grown from a faith-driven, community-focused frozen food provider into a beloved local brand. As they prepared to expand into retail markets, they needed to evolve visually and experientially — without undermining the trust, legacy, and values that anchored them.
They approached us to help them modernize the brand for wider reach, strengthen community resonance, and present a retail-ready identity that still felt “homey.”
Refresh Country Maid’s brand identity and digital presence to support its transition into retail—while preserving the warmth, trust, and integrity built through decades of community-rooted service.
My role (as Creative Director):
- Lead brand repositioning and visual evolution
- Ensure alignment between legacy values and retail ambition
- Oversee design, UX, and web execution with a scalable system
- Facilitate stakeholder alignment — brand + operations + marketing
Success metrics included: gaining shelf presence, increasing brand recognition, driving direct-to-consumer engagement, and reinforcing the brand’s mission-led storytelling.
Country Maid emerged from its rebrand positioned to scale into new retail channels while staying deeply rooted in its community values.
Impact & Outcomes
- The refreshed branding helped secure shelf placements in regional retail chains.
- Early site analytics showed increased dwell time and lower bounce, strengthening DTC credibility.
- Stakeholders reported brand perception shifts: “modern but familiar,” “trustworthy yet fresh.”
- The modular system enabled the Country Maid team to launch seasonal campaigns and merchandising updates without redesign overhead.
This project is a strong example of how strategic clarity + intentional design systems can carry a heritage brand into its next chapter — bridging legacy with future growth.
Brand System & Assets
We delivered a full identity toolkit — logos, color & texture system, typography hierarchy, iconography, graphic patterns, packaging templates, photo direction. Each asset tied back to core strategy and design narrative, allowing consistency across all touchpoints (packaging, brand collateral, point-of-sale, social).
Website & Digital Presence
The new site launched with responsive performance, CMS flexibility, and immersive brand storytelling. Content modules and hero sections allowed combining narrative and commerce fluidly. High-quality imagery and editorial-style layouts boosted brand trust and engagement.
Leadership & Collaboration
I led creative reviews, guided cross-disciplinary alignment with marketing and operations, and translated the strategic narrative into concrete design decisions. I facilitated stakeholder workshops to ensure buy-in and continuity between brand vision and execution.
