Turning Fresh Ingredients Into the Hero of the Experience
Client
Seriously Good Sauces
Gordon Ramsay for Comic Relief
Agency
In-House
My Role
Design Director
Skills Used
Design Direction
UX/UI Design
Design
Photography
Accessibility
In-house Leadership
Content Strategy
The Challenge
Comic Relief needed to overhaul the Seriously Good Sauces website without producing new content with him. The strategic goal was to elevate the brand using existing assets.
The Solution
With no opportunity for new content, I executed a creative pivot, shifting the focus to the ingredients themselves. Styled as Ramsay would prepare them, the ingredients became the heroes of the site, conveying freshness and authenticity. I paired these visuals with clean layouts and clear UX, ensuring full accessibility. To extend engagement, I introduced Seriously Simple Recipes, encouraging repeat purchases and deepening customer connection to the brand.
The Impact
The redesigned site elevated Seriously Good Sauces from being perceived as a quick pasta option into a vibrant, credible product connected to Gordon Ramsay’s ethos. It strengthened the charitable link at the heart of the brand and gave Comic Relief a modern, accessible platform that inspired sustained action and repeat engagement.
Product Photograhy
All the ingredients and jars used in the visuals were photographed at my London Studio.
Seriously Simple Recipes
Introducing "Seriously Simple Recipes" alongside the new visual direction served a dual purpose: driving continued sauce purchases to support Comic Relief and encouraging users to share their creations via social media for added impact.
“Paul is one of the most creative and talented designers I have had the pleasure of working with. He has a knack of realising ideas far better than you could have imagined, and manages to turn around beautiful, imaginative and original designs at incredible speed.”
Paul Turner - Product Design Lead - Comic Relief