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The Brief
I got approached by a friend who wanted to start his own brewery. He's a brewmaster with award-winning experience from other breweries in Santa Catarina, Brazil.
He told me he wanted to do a side project, a small batch of a beer recipe. He already had the name and the visual vision for it, and it was basically locked: Bad Habits, with a skull and everything black, punk rock as the background.
The Reframe
I loved the challenge, but I took it in a different direction. A black skull with a name like Bad Habits felt like it could sound like poison, or reflect something negative.
With that in mind, I kept the skull but made it friendlier, almost romantic, holding a beer hop in its mouth like it would be a rose.
Building the System
From there I started adding color, since the beer comes from a tropical place and the hunt for a refreshing drink is what it's all about. Electric Indigo and Hyper Lime became the main colors. Another thing I tried to move away from was the serif type that so many breweries have used for so long. I wanted it to look fresh and young, so I went with a sans serif, using only one type family and relying on weight alone to do the work. The result is a responsive logo identity that feels fresh and clean while still holding on to the skull and the Bad Habits name.
The Package
Bad Habits Brewery started with two beers: Blaze Orange, an American India Pale Ale, and Abyssal Blue, a Baltic Porter. Two very different types of beer, but I went with thicker lines around the cans and boxes to give it a sense of movement: the same movement you find in punk rock, which has no straight lines. It reflects what the brand wants to be, and honestly, it's the life of the brewmaster, and where the brand wants to stand.
For the Ads
The same idea carried into the ads: breaking the rules, no straight lines, no playing it safe just to make people happy. We shot someone feeling free, not pretending to be anything, out in the nightlife the brand actually lives in. The slogan: Crafted With No Regrets. That's Bad Habits. We were looking for people who do things with purpose, who have no regrets, punk rock at heart but keeping the good vibes.
The copy follows the same reframe as the skull, irreverent, a little dangerous on the surface, but never actually dark. Lines like "Hops first. Ask questions later." and "Some habits are worth keeping." carry that same wink: confident enough to joke about its own bad habits instead of glorifying them.
Results & Learnings
Bad Habits is not a beer for everyone. It's a beer for people who appreciate the flavor and the quality of small, exclusive batches.
That's why we broke the rules of traditional beer brands: the serif fonts, the big logo, the old-school feeling. We brought back punk rock culture and broke that traditional narrative.
We produced 1,000 units each of the American India Pale Ale and the Baltic Porter. Both sold out in two weeks, and craft beer pubs in the region were asking for more. It's a very underground project, so we don't have big numbers to point to, but it gave us real motivation.
