An online experience for a brand that’s ‘better than you think’.


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The Story

Rustlers found themselves somewhat entrenched in laddish culture, prompting a repositioning effort to distance themselves from the notorious perception that was hindering their progress.

The Challenge

After winning a competitive pitch, we were tasked with designing the consumer facing website in line with their new ‘Better Than You Think’ campaign.

The primary objective for the leading micro-snacking brand was to confront consumer perceptions and enhance Rustlers' quality credentials, emphasizing that Rustlers burgers are crafted with 100% British and Irish beef.

Distinguishing itself from other consumer brands, our primary task was to translate the brand essence online and defy expectations by integrating the new positioning messaging, crafting bespoke animations, and designing an interactive and captivating brand experience.

Our Solution

The core experience was initially mapped out through a series of dynamic workshops, leading Rustlers through the process of wireframing. Emphasis was placed on key product features, while superfluous elements were replaced with animations that breathed life into the brand.

We fully utilised their new brand assets, including their product stickers, and opted to remove the packaging to present the snacks in their best light. Accompanied by their micro-identities, subtle movements and animations brought the products to life.

By leveraging the vibrant colour palette and captivating product photography, we crafted an online brand experience that would tantalise the taste buds of any hungry viewer.

It was clear throughout the selection process that BGN just got us. It was important to us that we selected a design partner who understood the brand and who could bring fresh outlook to both our brand and trade websites. Both have very different challenges, but BGN demonstrated a clear understanding of both sides of the business, whilst also showing a tremendous passion for the brand

Rebecca Simpkin
Brand Manager at Rustlers UK