Bullish created a minimalist packaging design for The Bu, a kombucha brand founded by biochemist surfer Gary Hawes in 2011. Unlike the maximalist labels commonly seen on kombucha bottles, The Bu's aluminum cans feature a clean and straightforward label at the bottom, reflecting the beverage's clean and healthy ethos. The brand, rooted in science, is also launching the Experiments program to explore high-functioning functional beverages that offer feel-good benefits while maintaining great taste.