John Bull

The challenge was to bring consistency and clarity to the John Bull identity, creating a refreshed logo and cohesive visual system that could work across its extensive product range. As a trusted supplier to businesses across Australia, John Bull needed an identity that reflected its longstanding reputation for quality and reliability, while presenting the brand in a more modern and distinctive way.

At the heart of the new identity is a distinctive navy and cream palette, complemented by bold typography, vibrant product imagery and a refined take on the iconic John Bull keystone. Together, these elements create a confident, recognisable presence on shelf, helping products stand out in a competitive market while making it easy for customers to identify what they need. Just as importantly, the refreshed identity reinforces the consistency and dependability that John Bull’s trade customers have come to expect.

From canned fruit and vegetables to olives, mushrooms and beyond, the new packaging system brings the entire range together under one consistent identity. Designed to work across a variety of products and formats, it balances strong brand recognition with clear product communication, giving every pack its own personality while ensuring the range feels cohesive. The result is a packaging system that supports John Bull’s role as a reliable supply partner, making it easier for businesses to navigate the range and order with confidence.

The result is a refreshed identity that honours more than a century of heritage while bringing John Bull into a new era. A brand built on trust, consistency and good food, ready to continue serving Australian businesses for generations to come. It stays true to its roots, stands out from the herd and delivers on its promise of good food, no bull.