More than a new name: Why our brand BULL’S turns to BEAZD.

More than 30 years of Darts. A story we’re proud of. And now the start of something new. Our brand BULL’S Germany turns to BEAZD. But why change our name after all these years? What’s behind BEAZD? And what are implications for our products, our players, and you, the Dart-Community?

There are decisions, which extend far beyond a new Logo or a new name. The shift from our brand BULL’S Germany to BEAZD is just this. Since 1992 we’ve been a part of Darts. We’ve witnessed how the sport has changed, developed products, accompanied players on their journey and written our own story in Darts-history.

Now it’s time to start the next chapter.

Darts has changed. We did too.

Avid followers of Darts know, how much has changed in recent years. The sport has become bigger, more professional and more international. Millions of people follow the big tournaments, new generations discover Darts for themselves and the borders between professional sport, entertainment and lifestyle continue to blur.

The way players interact with brands has changed as well. Long gone are the days where it was just about offering the best product. Design, identity, personality and the values they carry into a brand are just as influential. We’ve not just observed this change. We’re part of it and have evolved alongside the sport. Our self-conception of how we want to present ourselves, which stories we want to tell and what our brand evokes has become clearer in recent years.

And one day it dawned on us: If we continue to boldly follow this path, we’d have to take the next step.

Why a new name?

For more than three decades, BULL’S has been an integral part of our history and our journey up to the present. Simultaneously, we often had to notice that the brand name led to mix-ups and confusion with other brands. It became increasingly difficult, to present our brand as clearly and precisely, as we aim for in the future. This adds to a rapidly changing world of Darts, which presents itself very differently than just a few years ago.

We want to use the opportunity this evolution brings us. We want to create more boldly, realize new ideas and bring to life a branding, which aspires to meet, what we think a modern Darts brand should be. And that is exactly what the shift to BEAZD represents. A new name opens up more space to consistently pursue our identity and build a brand, which clearly and reliably states who we are and what we strive to be.

What does BEAZD mean?

BEAZD is meant to be much more than just a name on a dart or a package. The name itself is rooted in where we come from: BEAZD is a stylized take on the English word “Beast” and, for us, represents the evolution of our brand – stronger, more modern and ready for what’s next.

But there is more to BEAZD than the name. It represents a mindset.

Darts is a sport where so much of the game happens in your head. You can train, work on your setup and perfect your technique – but when you step up to the oche, you have to believe in yourself and in your next dart. That is exactly the mentality we want BEAZD to represent.

Believe in yourself. Keep evolving. Be unstoppable.

BEAZD is about following your own path. About confidence and ambition. About constantly working on yourself and, after a bad dart, throwing the next one with complete belief.

The B stays

Many of you don’t only know the name of our brand BULL’S, but also our characteristic round B-logo with horns. Over many years it established itself as a core part of our brand and as a direct reminder of our history. That’s why it will still be a central component of our identity with BEAZD. The new BEAZD lettering will add to this. Together, both elements make up a new visual identity: The recognisable B stands for heritage and our story. BEAZD stands for the journey forward.

How do our products change?

Even though a rebranding might seem big at first, many things will be familiar to you. Our established products and series will stay. Additionally our players and their jointly developed signature-products will keep being a key part of our brand. And of course our commitment to and demand for quality products will remain unchanged.

What will be noticeable though, is our new appearance.

We used the shift to BEAZD, to further visually develop numerous existing products. Many packagings will get a substantial facelift and be part of a more unified and modern design language.

Why now?

Because we are convinced, that change makes sense when it’s the product of a clear vision for the future. We know, what possibilities lie ahead. And we have developed a clear sense of how our brand should look, feel and sound. BEAZD gives us the possibility, to consistently put this idea into practice. Not just with a new logo or new packaging, but long-term through products, players, partnerships, content and everything else, that will be created around the new brand.

Our history stays. The future is BEAZD.

A new name doesn’t mean we’re leaving our history behind us. Quite the opposite: More than 30 years of experience in Darts are the bedrock of BEAZD. Everything we’ve learned and built since 1992, we take with us: Our know-how in product development, our close connection with players and to the game, as well as our high quality and reliability standards. This also includes the products, partnerships and most of all the people, which play our darts and have been on this journey with us for all these years. That’s why BEAZD doesn’t start at zero. BEAZD is the continuation of our story.

We’re proud of what we have achieved – while at the same time eyeing what's ahead. With a new identity, new possibilities and a clear vision, of what kind of brand we want to be in the modern world of Darts.

More than 30 years of darts have brought us to this point. Now we’re ready for what’s next.