Bad Shepherd Brewing Co. is a boutique brew-pub in Cheltenham, Victoria, known for its award-winning beers and strong community following.

The brand needed an identity with genuine personality. One that could hold its own in a crowded craft beer market without resorting to the usual visual clichés of the category.

The logomark encodes the brand name into a single striking form. A shepherd's crook, representing the good, combines with a grim reaper's scythe, representing the bad, to create a ram's head. The concept is immediately readable once you know it and rewards the closer look. Beer so good it has to be Bad Shepherd.

The identity was extended across packaging, print, signage, environmental graphics and vehicle livery, giving the brand a consistent and confident presence across every touchpoint.