Rudi's Bakery
Website Redesign
2026
Role
UX/UI Designer
Services
Web Design · UX/UI · Visual Design · Responsive Design
Rudi's Bakery was evolving its brand to better connect with active, health-conscious adults and families. I partnered with Victory Creative to bring the new identity into a fresh digital experience that felt organic, energetic, fun, and approachable.
As Design Lead, I collaborated with Victory on UX and mobile wireframes before helping translate the direction into desktop experiences and leading visual design across the website. Working within Victory's creative direction and Rudi's new brand, I adapted the visual language, imagery, and brand assets across the experience.
I worked closely with Victory and the Rudi's team through weekly client meetings, refining designs and maintaining alignment throughout the project. Once complete, the designs were handed off to Victory for development.
The Challenge
Translating a rebrand with limited assets
Rudi's rebrand introduced organic textures, playful color, and the idea of bread as a canvas for creativity. The challenge was to bring this expressive personality into a clear, approachable digital experience while the new brand was still taking shape.
New lifestyle photography wasn't yet available, so we needed to make thoughtful use of existing imagery and select assets that aligned with the updated direction.
Supporting the full customer journey
Beyond product discovery, the site needed to help customers explore recipes and inspiration, learn about Rudi's, and find where to purchase products online or in-store.
The existing website provided a starting point for the redesign, while the desktop wireframes helped translate the mobile-led UX direction into a broader desktop experience.
My Role
Collaborated with Victory Creative on UX and wireframes.
Helped translate the Victory's mobile-led wireframe direction into desktop experiences.
Led visual design across the website.
Translated Rudi's updated brand identity and visual assets into digital.
Curated existing imagery to support the new brand direction.
Designed key pages and supporting experiences across the site.
Participated in weekly client meetings with Victory and the Rudi's team.
Refined designs through feedback and maintained alignment throughout the project.
Handed off completed designs to Victory for development.
Key Decisions
01. Translate the brand's personality into digital
I adapted Rudi's new visual language across the website, using organic textures, playful color, typography, and imagery to create an experience that felt energetic and approachable without compromising clarity.
02. Make thoughtful use of existing imagery
With new lifestyle photography still in development, I evaluated available assets and selected imagery that supported the rebrand. I used composition, color, and visual hierarchy to create a cohesive experience within those constraints.
03. Design around the full customer journey
I considered the different reasons customers might visit the site, from exploring products and recipes to learning about the brand and finding where to buy. This helped shape page layouts and pathways across the experience.
Design Solutions
Bringing the brand to life
I led visual design across the website, translating Rudi's updated identity through texture, color, typography, imagery, and composition. The result was a digital experience that felt connected to the new brand direction.
Designing around content and purpose
I designed the homepage, collection and product pages, recipes and inspiration, About, Where to Buy, FAQs, Contact, and other supporting experiences. Each page was tailored to its content and purpose while maintaining consistency across the site.
Connecting discovery to purchase
Because Rudi's products weren't sold directly through the website, I designed clear pathways from product discovery to Where to Buy, helping customers find an online retailer or nearby store.
Impact
A fresh digital expression of Rudi's evolving brand
Translated the new brand identity into a cohesive website experience.
Led visual design across a broad range of customer-facing pages.
Adapted the mobile-led UX direction into desktop experiences.
Made thoughtful use of existing imagery while new brand assets were in development.
Connected product discovery with recipes, brand content, and purchase pathways.
Impact statements reflect design outcomes and project deliverables; quantitative performance outcomes were not provided.