Bad Boy is a specialist drinks retailer in Kyiv, Ukraine, who sell speciality alcohol from all over the world. In order to get the company known as a likeable business with a particularly large selection, an unusual brand design was created. The objective in designing the Bad Boy brand was to give it a distinctive personality. What is special about this brand is its surprising slogans with dry wit and its unpretentious approach to brand design. There’s just one guideline: Bad Boy is like a friend who speaks to the target group personally and motivates them to make a purchase.