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A Cookbook Comes to Life on All Devices

Gold Medal Flour

We brought a tactile yet modern design to reposition historic Gold Medal as the go-to brand for Millennial bakers.

Until the redesign of their new site, Gold Medal Flour was missing out on the trend of Millennials embracing scratch baking. We brought a modern approach to a historic brand by repositioning Gold Medal as a trusted cookbook that offers inspiration. Simple, elegant, interactive designs expanded to desktop, tablet, and mobile, offering easy access to shopping lists, demo videos, and sharable content from admired bloggers.


Experience Strategy

iiD’s user experience process captured the user journey through detailed process flows. Collaborating with the Gold Medal team, we developed a variety of flows to aid in visualizing the baker-specific UX. Our approach to designing the user experience was to begin with mobile considerations and then work up to a larger desktop version..

Design Breathes New Life Into the Brand

iiD succeeded in combining leading edge user experience design to encourage recipe discovery with branded creative that breathes new life into Gold Medal’s long legacy.


UX and responsive web design for scratch bakers



Strategy, UX Design, UI Design, Digital Branding



Fresh design thinking for a legacy brand resulting in 300% increase recipe views.

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