Bull Organics

Brand strategy, visual identity, packaging

Adventure Ready

Creating a unique brand and visual identity for a men’s skin & hair care brand. Dedicated to hassle free, Natural products, The Bull family needed a brand that cut through the noise and appealed to their outdoor loving and sports obsessed audience.

Read Strategy

Tom and Carol Bull always believed in their product—crafted from a trusted family recipe and formulated for preparation and protection. This mother-and-son duo shared one goal: to bring their moisturiser to Australian men. But in a saturated category, standing out was essential. That’s where we came in. Together, we developed Adventure Ready—a bold visual identity and brand strategy that celebrates the rugged, extreme outdoor lifestyle of Aussie men.

Designed for Men that Move

There is no shortage of skincare for men, our challenge was to identify how to position Bull Organics to achieve a competitve advantage. Suprisingly this challenge wasnt that difficult to solve, There was one critical piece of insight that was relevant to nearly every man in Australia, Aussie men love to be outside! With this in mind we landed at the brand idea ‘Adventure ready’ A brash idea that summed up the aussie man and championed their adveturous can-do attitude in a celebratory way. At the same time did service to the no bullsh**t (excuse the pun) approach to skin & haircare.

This idea became a springboard for every design decision and brand touchpoint.

Unleashed into the Wild

The photography captures men in their element—outdoors, in motion, and fully alive, with the iconic “B” framing the action when needed to anchor the brand’s bold identity.

"Building a brand from scratch can feel overwhelming, but working with Lee turned it into an empowering experience. He not only grasped our vision but identified and seamlessly bridged the gaps in our initial strategy and identity efforts. Lee’s strategic acumen brought clarity and cohesiveness, transforming our scattered ideas into a solid, market-ready brand identity.”

Tom Bull, Co-Founder of Bull Organic

Mapping the Route

The mother-and-son duo aimed to appeal to entrepreneurs and nomads with disposable income, but this ambitious vision lacked focus and differentiation. Australia’s men’s skincare category was already crowded with generic products targeting broad, undefined audiences. Nobody needed more of the same—the aim was clear: help the brand break through the blur. How? By celebrating what it means to be an Australian man and offering a no-BS skincare solution.

The Spirit of Australia

The project started in the only place that made sense—the Australian outdoors—which unsurprisingly led directly to the Australian spirit. Widely known for its outdoor lifestyle, Australia is one of the world’s most active and adventure-driven nations. 50% of Australians participate in outdoor sports regularly, the country boasts 35,000km of coastline, and 85% of the population lives within 50km of the coast. And when they’re not doing what they love outside, they’re working there—spending an average of eight hours in the country’s extreme conditions. Yet, most skincare is designed for an urban lifestyle. This led to the brand idea and expression: ‘Adventure Ready’. Drawing inspiration from adrenaline-fuelled adventure to become an essential part of the adventurer’s kit.

Competitive Creative

We shaped the Bull Organics brand as a mark of endurance—a call to adventure, made to keep up. Its wordmark—rugged and crafted with confidence—reflects the untamed nature of Australia and its people. Carved into the ‘B’ is the head of a bull—part family crest, part seal of resilience—symbolising dominance, courage, and the competitive spirit, mirroring the brand’s relentless focus on leading the category. The brand’s palette is predominantly white and shades of green—a gentle nod to the organic qualities and reliability of the brand. Photography plays a pivotal role in the visual identity. High-contrast, natural light photography, always outdoors, captures men in motion and their element. The brand collaborates with extreme sports athletes to reflect the competitive nature of its audience, ensuring every image mirrors the real-world conditions Bull Organics is designed for.

Dominant by Nature

Bull Organics sets itself apart as the only Australian men’s skincare brand engineered for the extremes. It celebrates what it means to be an Aussie who thrives outdoors. By fusing high-performance skincare with the adventurous Australian spirit, Bull Organics’ deep connection with outdoor culture creates lasting value by redefining skincare as an essential part of an outdoor lifestyle—function-driven and reliable.

Testimonial

“Building a brand from scratch can feel overwhelming, but working with Lee turned it into an empowering experience. He not only grasped our vision but identified and seamlessly bridged the gaps in our initial strategy and identity efforts. Lee’s strategic acumen brought clarity and cohesiveness, transforming our scattered ideas into a solid, market-ready brand identity.”

Tom Bull, Co-Founder of Bull Organic