roles: UX & UI | front-end dev | design | illustration | creative strategy & direction

country hearth breads


Without altering its logo, reposition Country Hearth bread with a new brand strategy and website, messaging and overall design.


The brand revitalization of decades-running Country Hearth began with a giant step back, defining the brand and the people who buy it. What was born from that propelled the brand into a new category and, effectually, gave the brand a new life altogether. Country Hearth's breads are novel among commercial bread manufacturers in that it doesn't put profit ahead of quality products by using inexpensive, corner-cutting ingredients such as high-fructose corn syrup. That message of quality and simplicity is carried throughout, using clean, bright and wholesome-looking elements.

Campaign website

view website

Loyalty program promotion

This poster was designed to be displayed in schools to promote saving UPCs at home.

Work done at Thelen

/ interjection / scandinavian

1 You’ve just taken in a lot! Some would call it “the end.” I, however, call it “the beginning” — perhaps of something beautiful. Let’s find out together.