California Walnuts
Brand & Digital Experience
One site for audiences with very different needs
Led by our founder at a previous studio, before Raft.
California Walnuts serves a surprisingly broad audience, from home cooks looking for recipes to health professionals, foodservice teams, growers, and industry partners. The challenge was to create one digital experience that could serve all of them without feeling fragmented or overly institutional.
The team led the creative direction and UX/UI design for walnuts.org, creating a more contemporary food brand and a clearer digital experience. Content, navigation, photography, and visual systems were designed to make consumer inspiration and professional resources feel distinct while still belonging to one cohesive brand.
→ https://walnuts.orgROLE
Creative Direction, Experience Strategy, UX & UI Design, Brand Design
99%+
OF U.S. WALNUT PRODUCTION COMES FROM CALIFORNIA
120%
INCREASE IN WEBSITE TRAFFIC
The challenge: bring very different audiences into one experience
A consumer looking for dinner inspiration has very different needs from a nutrition professional, foodservice operator, or walnut industry stakeholder.
The existing experience needed a clearer structure for these audiences while still presenting California Walnuts as one recognizable brand. The goal was to make the site useful as both an inspiring food destination and a practical professional resource.
The solution: create clarity without splitting the brand apart
The team developed a new site structure and visual system that made it easier for different audiences to find the content relevant to them.
Color coding, photography, typography, and clearer navigation helped distinguish recipes and consumer content from nutrition, foodservice, and industry resources. The result was a fresher, more contemporary expression of the California Walnuts brand and a digital platform able to support very different user needs within one coherent experience.
