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


Having been somewhat adopted into laddish culture, Rustlers were going through a re-positioning exercise to pull away from the notorious perception that was holding them back.

The challenge

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

The key objective for the No. 1 micro snacking brand was to challenge consumer perceptions and elevate Rustlers quality credentials, landing the message that Rustlers burgers are made with 100% British and Irish beef.

Different to other consumer brands, our primary job was to bring to life the brand online and challenge expectations by utilising the new positioning messaging, creating bespoke animations and designing an interactive and engaging brand experience.

Our solution

The core experience was first mapped out through a series of engaging workshops, guiding Rustlers through the wireframing minefield. Priority was given to key product features and the superfluous made way for animations that brought to life the brand.

We made full use of their new brand assets – such as their product stickers. And we removed the packaging to showcase the snacks in their best light, with their accompanying micro-identities coming to life through subtle movement and animations.
Utilising the vibrant colour palette and product photography we were able to create an online brand experience that would get the mouths watering of any hungry viewer.

Burger menu... get it?

"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