bullfighter meat sticks

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; the first being a matador themed, elegant rebrand, both concepts renamed: Bullfighter.

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

For the first concept of the Bull’s rebranding, I was inspired by the elegance and timelessness of Spanish culture. The name ‘Bullfighter’ only distances Bull’s so far from its lackluster identity; the visual identity has to grab a new & wider target audience.

A matador theme is an intuitive direction for a brand named after bullfighting & a Picasso style illustration helps round out the Spanish, elegant flair. Picasso’s single line drawings convey dynamic movement, as your eye follows the line from start to finish. The illustration’s simplistic nature is clean & fresh which brings positive connotation to the healthy snack.

Bullfighter Meat Stick is a more refined meat stick for the beef stick aficionados or the everyday meat snack lover. Its simple ingredients match the simple logo & evokes a sense of refinement with its classically inspired artwork.