One of darts’ most established names is entering a new chapter. Bull’s DE is rebranding as BEAZD, introducing a new name and a striking new visual identity while retaining the products, quality and experience that players already know.
The change represents more than a new logo. After more than three decades in the sport, the company sees BEAZD as the next stage in the evolution of the brand, combining its history in darts with a more modern identity designed for the future.
Why is Bull’s becoming BEAZD?
Bull’s has been involved in darts as a manufacturer and sponsor since 1992, building its reputation around quality products and a long-standing commitment to the sport.
However, darts has changed considerably during that time. As the game has grown, the company says its own ambitions and vision for the brand have evolved alongside it.
The result is BEAZD.
The new name is a play on the English word “Beast”, with BEAZD pronounced in the same way. According to the brand, it represents the evolution of the bull: more powerful, more modern and ready for what comes next.
Rather than moving away from its past, BEAZD is intended to build upon it. Bull’s describes its history as the foundation of the new brand, with BEAZD providing greater freedom to establish a distinctive identity and play an active role in the future of darts.
Are Bull’s Products Changing?
For players already familiar with Bull’s, the most important point is that the rebrand does not mean the existing product range is disappearing.
The familiar ranges and established product names are set to continue, alongside products developed in collaboration with the brand’s sponsored players. The company has also confirmed that its focus on product quality, reliability and functionality remains unchanged.
Players can continue to explore familiar equipment across the growing range, including BEAZD darts, BEAZD dart flights, BEAZD dart points and a wider selection of BEAZD darts accessories.
The biggest difference players will notice is how those products look.
As part of the transition, many existing products and their packaging are receiving a comprehensive redesign, introducing the new BEAZD branding and a more modern, consistent visual style.
A New Look With One Familiar Feature
Although the BEAZD name and wordmark are new, one recognisable part of Bull’s branding is staying.
The familiar round “B” logo featuring the bull horns will remain at the centre of the brand identity. It will now sit alongside the new BEAZD wordmark, creating a visual link between the company’s history and its new direction.
The result is a brand that should still feel recognisably connected to Bull’s, but with a considerably bolder and more contemporary appearance.
More Than Just Darts
The BEAZD identity extends across a much broader equipment range than darts alone. Players will also see the new branding appearing across BEAZD dartboards, BEAZD dartboard surrounds, accessories and BEAZD clothing and apparel.
This means players will be able to build a complete BEAZD setup, from the darts in their hand to the board, protection and accessories around their playing area.
What Happens to Existing Bull’s Products?
Darts players may see both Bull’s and BEAZD branded products alongside one another for a period of time.
The transition is being introduced gradually, so existing Bull’s products will remain in circulation while newly produced stock begins appearing with BEAZD branding and updated packaging.
That means spotting a Bull’s-branded version of a familiar product alongside its new BEAZD equivalent should not be a cause for confusion. The established products and their proven quality remain at the heart of the range; it is primarily the branding and presentation that are changing.
When Does BEAZD Launch?
The transition to the new branding is already underway, with the first BEAZD products expected to become available from 21 September 2026.
From there, players can expect the new identity to appear progressively across the range as Bull’s branding gives way to BEAZD.
Bull’s History, BEAZD’s Future
For darts fans, BEAZD is best viewed as an evolution rather than the arrival of an entirely different company.
The products, established ranges and familiar round Bull’s emblem remain connected to the brand players already know. What changes is the identity surrounding them: a new BEAZD name, refreshed packaging and a much stronger visual direction.
After being part of the darts industry since 1992, Bull’s is closing one chapter of its brand history and beginning another.
Explore the complete BEAZD collection at Premier Darts, including darts, dartboards, flights, points, surrounds, accessories and apparel.
Bull’s is becoming BEAZD — new name, familiar products, and a completely new look for the future of the brand.