We crafted a logo that bridges light and shadow. The shepherd’s crook stands for the good, while the Grim Reaper’s scythe adds a darker edge. Together, they combine into the silhouette of a ram’s head, a clever visual that brings the name Bad Shepherd to life. The brand identity extended through print design, packaging, signage, environments, and vehicle livery, ensuring consistency across every touchpoint.

This identity supported the brewery’s positioning where beer is so good it almost should not be. It was effective too, with packaging for Californian Lager and Tiny IPA receiving bronze medals at the Australian International Beer Awards.