• Retail+eCommerce
Hidden Valley
/ Overview

hiddenvalley.com — Connecting a community of ranch lovers through craveable digital experiences.

  • Digital Strategy
  • Visual Language
  • Content Direction
  • Website Design
  • Interactive Style Guide
View live site

As the producer of the original ranch dressing, Hidden Valley® is the go-to choice for ranch lovers. They reached out to BASIC with an appetite to aid discovery within their online community – starting with their website.

We dug deeper into Hidden Valley’s audience, and uncovered a hidden community of passionate ranch fans eager for ways to come together. The “ranch fandom” is exactly what you would picture. They are serious. They are loyal. And they are craving new ways to champion their coveted condiment.


The discovery of a ranch fandom kicked off a multi-phased partnership with The Electro Creative Workshop, Hidden Valley’s internal creative team. First, a fully functional website to showcase the Craveability within Hidden Valley’s brand. From the typography, to the texture, to the content direction and tone of voice, we brought their spirited and quirky personality forward in every ounce of our creative expression.

One project folded perfectly into another. Once we had a digital homebase that communicated Hidden Valley’s brand, we created new and exciting touchpoints to engage the community in equally fun ways. Rather than start from the product level, the experience focused on each individual moment of celebration where Hidden Valley could become the star. By elevating whimsical moments and making discoverability the key ingredient, the world-class shopping platform doubled as a community-centered brand experience — a first within the industry. Now the original ranch creators are setting the standard once again.

  • 2021 CSSDA Awards — Special Kudos Award
  • 2021 CSSDA Awards — Voted by the public CSSDA Best UI Design
  • 2021 CSSDA Awards — Best UX Design and Best Innovation
/ Results


  • Increase in recipe engagement
  • Personalized page views
/ Testimonial
The Electro team thoroughly enjoyed the partnership and collaboration with the BASIC team. From the beginning they felt like an extension of our team and trusted partners. They quickly absorbed all of the onboarding documentation, asked smart questions, and felt like they were right up to speed with the rest of us in no time.Brock Weaver
Group Project Manager Digital & Content @ Electro

We invited people to browse and discover freely, save their favorite items or recipes to a personal Recipe Collections folder, and plan meals for the family – both daily and weekly. The shopping experience became more personalized as they searched and saved more frequently.


We prioritized product lists based on user context, so people could easily filter and discover products that best suit their tastes. If a particular person had a history of looking for dips, we showed them the best products to dip into first.


With a branded blog that helped continue the conversation, Hidden Valley fans were able to picture how each product fits into their favorite recipes, milestone moments, and gatherings.

Recipe pages

Branded detail pages aided discovery and shareability.

We invited Hidden Valley fans to make ranch the centerpiece of recipes. People were able to browse by recipe, rather than browse by product. This helped them envision their favorite meal or moment first, then easily click in to find the product that fits the situation, and share it with their own communities.

Product pages

Immersive product pages with unique themes and reviews.

Once they clicked into a product, they were welcomed with individual stories and visuals that tapped into the product narrative. Adaptive backgrounds changed to match – such as red for spicy, or that famous Hidden Valley green for fan favorites.

/ Technology Solutions


  1. Restricted within a predefined tech stack, our team was tasked with finding opportunities for optimization and innovation across the portfolio.

    We purged legacy plugins and libraries in favor of modern replacements that were smaller, faster, and more customizable while still being compatible with the existing codebase.

  2. Third-party integration and personalization requirements were making design and functional implementation a difficult task.

    We were able to unify multiple templating languages into just one, which allowed us to reuse modules seamlessly across various purposes – such as personalization, CMS content, and third-party integrations.

  3. We needed to develop and test a rewards dashboard connecting 3rd party user data with interactive site elements.

    We outlined requirements for potential states of a user’s rewards progression. With this data, we then mocked up test cases and built a robust frontend that would handle real user data effectively once the site was launched.

/ Scroll for next section


  • Fashion+Apparel
  • Retail+eCommerce
  • ConsumerCulture
  • Software+Technology
  • Environmental


  • Fashion+Apparel
  • Retail+eCommerce
  • ConsumerCulture
  • Software+Technology
  • Environmental

This website uses cookies to ensure you get the best experience. Privacy Policy