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Breathing New Life Into a Classic California Food Brand

California Walnuts

California Walnut Board turned to iiD to completely redesign the organization’s consumer and professional facing digital experience.

The California Walnut Board was established in 1948 to represent the walnut growers and handlers of California, who grow 99% of the walnuts in the U.S. Working closely with California Walnuts, iiD brought to the table an all-new user experience, an ultra-modern design, and a mouth-watering food brand. More than simply an elegant recipe site, also offers how-to tips and nutrition advice for consumers. At the same time, the site also delivers valuable content to health professionals, the walnut industry and foodservice professionals. iiD leveraged our experience in redesigning Gold Medal Flour site for a mobile-first food marketing site.

User Experience Design & Testing

One of the biggest user experience challenges was to design a food website for very diverse target users. Through our UX process, we identified a site structure and flow to support consumer cooks as well as a variety of industry professionals. Key to our UX approach was prioritizing the consumer experience to better market California walnuts.

User Interface Design

Based on a brand workshop with the client and our own experience with food brands, we designed several creative directions for new UI design. The final design was intended to a fresh, contemporary feel to brand experience and easy to use. Also, we used coloring coding and photography to clearly differentiate consumer cooking and nutritional content from health professional and industry.

Built on a custom responsive WordPress site, technology innovations included high-performance code, single page printable recipes, and AJAX-powered filtered recipes and search.


UX and responsive web design for consumers, health professionals, walnut industry and food professionals



Design Workshops, Strategy, UX, Visual Design, Branding, UI Design, Development



Increased ability for different user segments to intuitively find relevant content

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