The Million Dollar Flavor
is back.

Campaign
/
Born 1902. Reborn 2016.

Reviving Indiana’s most beloved beer of all time.

At the turn of the 20th century, Champagne Velvet was ubiquitous throughout the Midwest. In fact, it’s probably what your great grandpa drank after a long shift at the factory. But then Prohibition hit, the brewery shut its doors, and the beloved American Pilsner disappeared. Lucky for those with good tastes, it wasn’t gone forever.

The original, handwritten recipe—once famously insured for $1 million—recently resurfaced. Now Upland Brewing is reviving the classic taste, and they asked Y&L to revive its classic brand. We did exactly that with a look that brings CV’s heritage into the modern day and a campaign that celebrates the time-honored tradition of having a good time.

Print

Placeholder Image? Born 1902 Reborn 2016 Print Houseguests
Placeholder Image? Born 1902 Reborn 2016 Print Best Girl
Placeholder Image? Born 1902 Reborn 2016 Print Grand Time

Point of Purchase

Placeholder Image? Born 1902 Reborn 2016 POP First Round
Placeholder Image? Born 1902 Reborn 2016 POP The Sign
Placeholder Image? Champagne Velvet Velvet Born 1902 Reborn 2016 Beeriment Pop

Packaging

Placeholder Image? Born 1902 Reborn 2016 Packaging Champagne Velvet 6 Pack
Placeholder Image? Born 1902 Reborn 2016 Packaging Champagne Velvet Can
Placeholder Image? Born 1902 Reborn 2016 Glass Packaging
Placeholder Image? Champagne velvet born 1902 reborn 2016 12 pack

In-Store

Placeholder Image? Champagne Velvet Born 1902 Reborn 2016 Bar Tacker Packaging
Placeholder Image? Born 1902 Reborn 2016 Coaster Packaging
Placeholder Image? Champagne Velvet Born 1902 Reborn 2016 Champagne Velvet Tap Handle Packaging

Identity

Placeholder Image? Champagne Velvet Built 1902 Reborn 2016 Brewer Shirt Identity
Placeholder Image? Champagne Velvet Born 1902 Reborn 2016 Champagne Velvet T Shirt Identity

Social