CMI Orchards

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Project Description

eCatalog Website Design and Development for Washington State Fruit Company

CMI Orchards specializes in growing apples but also produces pears, cherries, apricots and a host of other organic fruits. Their company oversees 13 separate brands and exports fruit to more than 60 countries worldwide.

They approached our team with one primary objective: They wanted a website that matched the quality of their products.

Website Design Inspiration

Key to his project was designing a website that was modern, fresh, and fun to visit. To this end, our design team played with both clean lines—to create a smooth and navigable user experience—and raw edges, which speak to the rustic nature of apple growing.

The primary color palette in the design features a bold (and very regional) navy blue, which anchors the header and footer of the site while also acting as a background color for information blocks. The star color, however, is apple-inspired green, which draws the eye to and brightens up each call-to-action button.

Mouth-watering, full-width imagery and large image blocks put the products in the spotlight, while wood-textured backgrounds enhance the rustic feel further. Perhaps most stunning is the homepage masthead which features a video of apple tree branches swaying in the breeze, evoking nostalgia and giving visitors the sense of stepping into the orchard.

Website Development Successes

CMI’s previous website was difficult to navigate; our design, content, and development teams worked in tandem to build a new site architecture for the CMI website featuring clean categorization of varieties and brands. This structure is both highly navigable and makes scaling up the website easier.

Built on efelle’s proprietary content management system—FusionCMS—all areas of the CMI website can be updated with a few clicks; this functionality makes it easy for the CMI team to add fruit varieties and brands or update information on current products.

We also built in a branded map to help users locate warehouses and stylized social media icons to keep the conversation going beyond the website.

Every good apple deserves an awesome website, and we were happy to help.


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