bullfighter meat stick

Bull’s Meat Sticks are a great product with a generic packaging much too similar to industry leader, Slim Jim’s. The assignment was to update the Bull’s brand, beef stick packaging, as well as their point of sale exhibit. Below is one of two different concepts for the Bull’s rebrand; this being a modern, bright rebrand, both concepts renamed: Bullfighter.

This concept focuses on a modern appearance to standout amongst other protein snacks. This look has a very graphic, color blocking theme to it, much different than anything else
on the shelf.

The brief

Bull’s Meat Sticks are a quality meat snack with a lackluster identity. The yellows & reds draw an obvious comparison to industry titan, Slim Jims. The current packaging not only fails to differentiate from other competitors but fails to inform the customer of any of its flavors or benefits. An rebrand of their identity is needed, with the option to rename, as well as redesign their packaging for individual meat snacks & point of sale containers.

Rebranding
Brand Identity
New name
Packaging design
Point of sale exhibit design

CONCEPTING

the logo

You cannot design a beef stick’s packaging without addressing the R sized elephant in the room: Slim Jim’s. Unfortunately, Bull’s original branding was much to similar to the industry titan’s and did not call out anything unique to itself. All other beef stick competitors seem to bounce their identities off of Slim Jim’s as well: red, yellow and black flood the beef stick aisle.

To completely differentiate themselves from everyone else, Bullfighter’s new concept is bright, bold modern colors with bold typography and illustration to match. It is drastically different from anything else on the shelf and is incredibly eye catching.

The logo is featured on the POS design prominently and featured twice on the individual stick packaging. The watermark effect overlay is much different than any other meat product packaging and conveys the elegance, modernity, and is visually interesting.