Bullhouse started in a cattle shed in 2011. In 2025, it’s a 26-person business with one of the city’s busiest pubs, exports throughout the UK, the Republic of Ireland, France, Italy, and the Netherlands, and produces 25,000 litres of beer per month.

That’s 600,000 pints a year.

We started the conversation by setting key goals. What would success look like? Where can we make the biggest change? What’s on (or off) the table?

We knew we had to lean into the rustic history of the brand and the bull-in-a-china-shop ethos that they’ve built over the last 14 years. So we did the obvious thing and used a big bull as the logo. 

Rigidity was built into the brand system, inspired by the international standardisation of shipping containers – an industrious look while leaning on the nostalgic Americana feel that Will’s brews have had over the years. It was important to grow up but not be too serious.

In craft beer, there are two trains of thought when it comes to branding – either you take care of each individual tin, or you push the brewery as a whole. Very, very few breweries have been able to do both. We wanted to be one of those that did.

When it came to activating this new brand, this is where we got expressive.

We completely redesigned the packaging of the brand – that’s 30+ beers (and counting), all with their own label illustrations, built with a design system that maintains brand equity and is distinctive on the shelf.