Before Bad Habit ever poured a pint, they needed a brand bold enough to match the personality behind it. As the brewery grew, so did the challenge. Every new beer needed to feel fresh and memorable while still feeling unmistakably Bad Habit.
At the same time, craft breweries were popping up all over Central Minnesota. They knew great beer would get people through the door once. Building a brand people remembered would keep them coming back.
What we found, both in the early days and again in recent years, confirmed something the Bad Habit team had already noticed: people weren’t just buying the beer. They were buying the experience around it.
Limited releases with custom label artwork consistently sold out faster than beers with- out their own identity. The labels weren’t decoration. They created anticipation, gave every release a personality of its own, and turned grabbing the next Bad Habit beer into something people actually looked forward to.
In 2015, we built the brand that introduced Bad Habit to the community and captured the personality that still defines the brewery today.
Every new release is an opportunity to tell a story. Since 2023, we’ve designed eight new labels, but our fingerprints go back much further than that. Over the years, Moxie members have played a role in creating more than 100 Bad Habit labels, helping each release stand on its own while strengthening the brand as a whole.
Bad Habit has never been interested in staying in one lane. As the business expanded, so did the brand. We’ve helped bring new product lines to life, including seltzers, hard lemonades, and THC beverages. Bad Habit was on of the first breweries in Central Minnesota to enter the THC space.
Bad Habit has grown from a new brewery into one of the state’s most recognizable craft beer brands. The custom illustrations Moxie created for its cans and taproom have taken on a life of their own, with customers eagerly awaiting each new release.
More than a decade later, every product still feels unmistakably Bad Habit. Every label gives customers something new to discover. And that’s exactly what strong branding is supposed to do.
Three years in, The Barrel Mill has gone from a fast-growing company with a brand struggling to keep pace to a business built for every chapter to come. One website instead of four. A consistent marketing strategy instead of disconnected efforts. New revenue streams instead of untapped opportunities.
The craftsmanship never changed. The way people experience the business did.
