BX is more than just a name—it’s a nod to Bathurst, a town built on hard work, fast cars, and great beer. Reckless Brewing’s BX range takes inspiration from the bold, unfussy design of ’70s and ’80s beer and tobacco advertising, as well as the classic racing liveries that defined an era of motorsport.
The design cuts through the noise with simplicity—bold lettering, striking colors, and a timeless look that feels as at home in a local pub as it does in a craft beer lineup. With BX Lager, BX Old, BX Lime, and BX Mid, the range is made for mainstream drinkers who just want a solid, no-nonsense beer.
With a branding approach rooted in Bathurst’s working-class spirit, the BX range is proudly positioned as the beer of Bathurst. It celebrates good beer, great design, and the no-fuss drinking culture that’s always been part of the town’s DNA, making it feel familiar from the first glance.
Design/Brand Strategy – Vincent Casey
Copywriting/Brand Strategy – Brendan McCallum