Bad Habits Brewery is an independent craft beer brand with a bold name and a bold vision. The client came to me with the name already set and an unusual request: they wanted a skull as the logo mark. The challenge? Making sure the brand felt inviting and fun — not toxic or intimidating.
The name Bad Habits combined with a skull symbol could easily send the wrong message, especially in a space where shelf presence and emotional appeal are key. I needed to transform those "negative" elements into something people would want to pick up and try, even if they’d never heard of the brand before.
Project Type:
Branding, Packaging,
Visual Identity
My Role:
Solo Designer —
Concept, Logo, Visual
Identity, Packaging
During the early design phase, I explored several visual directions for the skull mark and overall logo structure. I began by collecting references to help define the tone — aiming for something that felt playful, but not silly, and rebellious, but not aggressive. The red sketches were part of my early attempts to develop a simplified, friendlier skull. I also began experimenting with logo structure and type placement, working toward a mark that felt both bold and inviting.
I leaned into the skull idea — but softened its tone with a friendly illustration style and paired it with a vibrant, upbeat color palette. The result is a visual identity that feels rebellious and energetic, but still playful and accessible.
The final identity positions Bad Habits as a standout indie beer brand that doesn’t take itself too seriously — and grabs attention in all the right ways. Everything was designed by me, from strategy to final execution.
Hi, I’m Bruno — a Brazilian designer based in Munich. I work across branding, motion, and visual design, and I’m always exploring new creative directions — from bold identities to experimental side projects.
Got an idea or something in the works? I’d love to hear about it.