Ultra-hot Jupiters (UHJs), giant exoplanets with equilibrium temperatures above 2000 K, are ideal laboratories for studying metal compositions of planetary atmospheres. At these temperatures the thermal dissociation of metal-rich molecules into their constituent elements makes these atmospheres conducive for elemental characterization. Several elements, mostly ionized metals, have been detected in UHJs recently using high-resolution transit spectroscopy. Even though a number of neutral transition metals (e.g., Fe, Ti, V, Cr) are expected to be strong sources of optical/near-ultraviolet (NUV) opacity and, hence, influence radiative processes in the lower atmospheres of UHJs, only Fe i has been detected to date. We conduct a systematic search for atomic species in the UHJ WASP-121 b. Using theoretical models we present a metric to predict the atomic species likely to be detectable in such planets with high-resolution transmission spectroscopy. We search for the predicted species in observations of WASP-121 b and report the first detections of neutral transition metals Cr i and V i in an exoplanet at 3.6 and 4.5 significance, respectively. We confirm previous detections of Fe i and Fe ii. Whereas Fe ii was detected previously in the NUV, we detect it in the optical. We infer that the neutral elements Fe i, V i, and Cr i are present in the lower atmosphere, as predicted by thermochemical equilibrium, while Fe ii is a result of photoionization in the upper atmosphere. Our study highlights the rich chemical diversity of UHJs.