A More Powerful Presence

Battery Tender has spent decades earning trust as the go-to name in battery charging and maintenance, powering everything from motorcycles and classic cars to boats and lawn equipment. But while the product had built a legacy, the website still felt like a parts catalog. Visitors could find specs, but they couldn't feel the brand.

In collaboration with Bell & Porter, EyeForty delivered a phased redesign of the homepage and core product journeys. The goal: shift from transactional to emotional, giving visitors a reason to connect with Battery Tender before they ever clicked “buy.”

Homepage

The redesigned homepage leads with lifestyle imagery and brand positioning rather than dense product grids. A new 'Shop by Vehicle' interface personalizes the journey instantly, allowing users to filter products to find the perfect fit.

Beyond the Homepage

For the Charge N Start launch, we built a design that balances visual storytelling with clear product information:

Large lifestyle imagery became central to the new direction, showing Battery Tender products in the wild, where enthusiasts actually use them.

Supplemental Imagery with AI

For the Shop by Vehicle sections, Gemini (Nano Banana) and Google’s Whisk were used to generate vehicle imagery, helping to supplement client provided product photography.

The website redesign gave Battery Tender a digital presence that finally matched its reputation, and a flexible system the team could extend as the product line grows.