Art Direction & Design

Bulleit needed a design system that could show up in-store with clarity and confidence. The task was to translate the new ATL brand world into a bold, ownable visual system and supporting 365 elements that could flex across executions while honoring the brand’s evolving identity.

We leaned into the amplified orange backdrop from the ATL world, pushing the color to feel unmistakably Bulleit, while pulling cues from the label to inform composition and graphic details. The concept was developed with flexibility in mind, ensuring the final system could work seamlessly across touchpoints.