The owner of the Mostar based Shankly's pub sought out Shift in 2014 to begin working on the concept and design of its visual identity, interior graphics, marketing materials and other areas. The task was to develop the identity for a football-inspired pub, which prides itself on offering customers the widest range of some of the world’s best beer. Shift created a comprehensive visual identity for the pub based on the principles of nostalgia and emotion that were inspired by the style of the traditional old English pubs, with the hero of this story being Bill Shankly - the legendary Scottish footballer. Emotion and football supporter passion became the main principles based on which Shift designed the visual identity of the pub. We also developed and outlined the style to be applied in the interior design project. This was achieved by the use of wallpaper with the actual size Shankly figure portrayed in emotional sporting moments to echo the football supporter spirit and atmosphere. His distinctive body language was portrayed on the vivid posters, which subtly convey Shankly’s unique sense of humor. A touch of warmth was added to the black and white photography through the introduction of color – Liverpool Football Club red. The result is a warm brand that brings the casual elegance and tradition of English soccer to the local hospitality scene. This project became an example for others to follow and was labelled as an inspiring design project that breaks down stereotypes.