How We Built Bull's-eye

The Americana food brand’s website needed better UX and more engaging branding. ShopTalk explains how it went about developing the rebrand

One of the world’s most famous and long-lasting companies, Heinz is primary associated in the public mind with stock cupboard staples like baked beans and tomato ketchup. But, in the modern era, food tastes change quickly and so Heinz also has an arsenal of other brands that connect with more niche and up-todate food fandoms.

One of the hippest is Bull’s-Eye, a barbecue sauce that’s been popular since its launch in 1985. Drawing deeply on ideas of Americana, the sauce is described as “full-bodied, smokey and packed full of flavour”. But, in 2019, its website was in need of a redesign.

ShopTalk was briefed with better engaging the audience through experience-led design with a more frictionless UX, all while authentically building on the brand identity. The team needed to build the design with the target audience – whom Heinz refer to as ‘Tom’ – ever-present in their minds. Every element, such as the bold, no-nonsense type, is geared to that persona, while the rollovers take on the journey from sauce to barbecuing with your mates and being the ‘hero chef’.

The result is a site that projects clearly and confidently what the brand is about and who it’s aimed at. We caught up with ShopTalk’s Callum Goodger and Nathan Wilkinson to find out how they made it.

What was ShopTalk looking to achieve with this redesign?

NW: The aim was to essentially bring Bull’s-Eye and its target audience together. Simplicity was key. It was about ensuring the site resonated with both new and existing customers, making it a seamless and engaging user journey while maintaining the brand’s strong identity and authenticity.