California Avocados: Telling an immersive brand story

A consumer-centric site experience

The California Avocado Commission, the official information source for the California avocado industry, wanted to modernize their website to improve its usability, promote key messages and content, and position the California avocado as a premier fruit through rich storytelling. 

Services Provided

The challenge

The new California Avocados website was reimagined to prioritize user engagement, with a goal to lead the industry in consumer communication. From a technical perspective, we also needed to improve the back-end functionality with more advanced CMS capabilities, and rebuild the site with responsive design in mind. 

Our Approach

In order to create a better overall user experience, we established an integrated approach to developing a website that involved cross-channel application. Not only did we aim to simplify the site’s global navigation and improve its functionality, but we wanted to thoughtfully consider how to communicate our story through relevant, helpful content that was still optimized for SEO. 


The Solution

Through our cross-channel collaboration, we successfully redesigned the California Avocados website with an array of consumer-centric features and optimizations, including:

  • An easy-to-use recipe category menu system with simplified recipe detail views
  • A Disqus comments option to encourage user interaction
  • A responsive design to accommodate cross-device visitors  
  • Cross-linked related information to increase engagement across different site sections
  • Integration with the blog and social content for a unified website experience

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