Almonds.com

A flexible design system for a global audience of almond lovers and growers

Project Info

The Almond Board of California supports the almond growing community by developing global market demand for almonds as well as investing in research to help improve farming and processing practices.

The organization supports a multitude of audiences from consumers to industry and health professionals across North America, Europe and Asia.

Our mission was to elevate Almonds.com into something to do, not just read. We redesigned the website with the idea of it being a modern-day, aspirational library for the almonds community—a place where work gets done, a deep well of knowledge can be found, and big ideas are born.

The end result is a useful, modern website— with a flexible design system to adapt to global audiences. Combined with a machine-learning search engine, almonds.com became the place to speak to almond growers and almond lovers alike.

The brand's primary digital palette was refined for screens and stripped back to reflect the confidence and focus at the heart of the brand. A secondary color palette, inspired by the California almond landscape, was created as an extension of the current brand colors and is used for everything from campaigns and regional markets to UI elements.

We paired their primary brand typeface with a secondary seirf typeface to create an editorial feel. Mackay is a powerful and elegant serif font with curvy / organic details that link back to the product. For all character-based languages, we use Mackay for numbers and editorial-based English headlines.

The photography style is laid-back, confident, organic, and warm. Almonds are shown with texture, contrast and focus. Orchard photos show a sense of vastness, wonder and serenity. Industry photos show process and movement whilst having a sense of warmth with human interaction. People are shown with calm, relaxed demeanors—never posed or forced.

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“A world-class website that delivers on all fronts – content, searchability and an overall aesthetic and design that invites visitors to stick around and return frequently.” 

Jenny Nicolau, Senior Manager of Industry Relations and Communications
The Almond Board of California