Young & Laramore

Champagne Velvet Tap Handle


For the first half of the 20th century, Champagne Velvet was a ubiquitous, beloved beer throughout the Midwest—something your grandpa probably drank after his shift at the factory. Upland recently revived the brand (using the original, handwritten recipe) and wanted us to reference its heritage without dwelling on it.

The Champagne Velvet tap handle was designed to stand out not only from a sea of other tap handles, but to stand out in a room—as in a person sitting at the bar should be able to read the iconic “CV” just as easily as a person in the back of the dimly lit room.


Brizo


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website