The Czech pioneer of everything organic and vegan started deep at a time when Czechs did not consider ham to be a meat and pesticides were a side dish. Since its founding in 1991, Country Life has worked with a logo designed by the company's founder, Otakar Jiránek, connecting an angel, a man raising his hands to heaven and a seedling. In 2015, as proof of the convergence of the mainstream and the already largest Central European trader with organic lifestyle, we prepared a new visual style for Country Life. Marek Pistora connected all previous meanings of the logo with a fresh typographic game with accents. We have developed the rules for the application of a broadly conceived visual style, from image and product photographs to food styling to the architecture of shops and restaurants. That's where our work ended.