Art Direction & Design

Problem
Bulleit needed a retail design system that could translate its new above-the-line brand world into a clear in-store presence. The challenge was to create a bold, own-able visual system, that could flex across multiple executions while staying true to the brand’s evolving identity.

Insight
In a crowded spirits aisle, the brands that stand out most are the ones with instantly recognizable visual cues. By amplifying distinctive brand assets, like color and label details, we could create a system for Bulleit that was both flexible and unmistakable at shelf.

Idea
Build a scalable in-store design system by leaning into Bulleit’s signature orange that felt instantly recognizable. Drawing cues from the bottle label to inform layout, composition, and graphic details, the system created a cohesive framework that could seamlessly adapt across displays and touchpoints while reinforcing Bulleit’s distinctive brand world.